His enthusiasm deeply impressed the owner, who suggested that Huang open his own store and even sold a large number of books to the young man at low prices to help his fledgling endeavor.

Although many bookstores have started to incorporate other revenue streams－for example, selling coffee－Huang insists on running a "pure" operation.

"Outlets that sell coffee are not real bookstores," he said. "Real bookstores are those that boast classic books that readers find enlightening."

Though he now orders "lowbrow" books for specific customers to increase his takings, Huang plans to return to his dream of only selling books he believes are instructive. "My logic is that in 20 years these books will still be useful and people will still be buying them," he said.

Though takings are low at present, Huang has been encouraged by a group of about 10 junior high school students who regularly visit his store.

"No matter how hard it becomes, I would like to continue running the store for their benefit" he said, adding that the time scale he envisages is about 12 years, by which time the children will be adults.

"I want the children to grow up along with the store."

Contact the writers at houliqiang@chinadaily.com.cn