Kindle @Kindle中国 has more than 800K fans in Weibo. Kindle recently launched a campaign called #读不完的热爱# (translation: Endless Passion for Reading). Kindle invited bloggers and writers to create original content about their favorite books. @jolie罗晓韵, @蒋方舟, @噗嗤大叔, @蔡康永, and @吴晓波 were some of the campaign participants. Hashtag #读不完的热爱# tracked 11.63M views and 23K discussions on Weibo. Kindle was also mentioned 666,389 times on WeChat, a 27.62% increase.