Paco Tang, former group publisher at Condé Nast China, has formed a new publishing house called Xicun Media, in conjunction with the former deputy editor of Condé Nast Traveller China and others.

Its first major project will be to bring Attitude Magazine, the UK and Europe’s top LGBTQI title, to China, according to local media reports.

Attitude was founded in 1994 and is distributed in more than 30 countries worldwide.

According to China Daily, the LGBTQI community in China numbers over 70 million and the demographic is worth an estimated $300 billion across industries, but this doesn’t necessarily guarantee a successful reception for a gay lifestyle title in the China market.

Though LGBTQI communities are finding increasing tolerance, especially among younger generations in China, LGBTQI content is still regularly censored across China’s social media platforms.

In introducing the new China version of Attitude, statements from Xicun Media emphasised it was a publication focussed on “diversity” rather than overtly positioning the title as being LGBTQI-centric.

Learn more:

China’s New Generation of Fashion Media Powerbrokers

What can brands expect from former deputies who rose through the ranks of the industry and have taken the reins from predecessors with bigger personalities and more power?