Xu Huan, director of the popular TV program, Every Treasure Tells a Story, says the book by the Zhengs brings warmth to her as a reader.

"It's the kind of love we have for our parents, our cultural expressions and our history," Xu says.

"These emotions bring the relics back to life."

The book is part of a trend of recent releases that explore China's cultural heritage from new perspectives, many of which are created for young readers. They include the book version of Every Treasure Tells a Story, which is based on the eponymous TV program, Nation's Greatest Treasures, and National Treasures for the Kids.

"Such books are nice, enjoyable approaches to looking back. And they sell well," says Chen Xuan, an editor at Moveable Type.