A man of many names, Xu Lei or Nanpai Sanshu or Kennedy Xu is at heart only one person--a storyteller. Nourished by myths and legends told to him by his grandmother, when he was still in the sixth grade he wrote a 40,000-word story starring his classmates as the heroes. As an adult, he was certain he could never make a living doing what he loved but he was mistaken. A tale he wrote in his spare time and put on a blog in installments became insanely popular, a publisher put it into print, and Xu Lei's story swept across China, into Hong Kong, Taiwan, and beyond, selling over 600,000 copies in its first month of publication. Before he was thirty, Xu Lei had an income from royalties that reached $2.49 million and by 2011, he was named the second wealthiest writer in China. His suspenseful writing style and his quirky characters made readers hungry for his next book long before they had finished his latest offering. His books were turned into a comic book series in the U.S., Paramount bought the film rights, and in China, a movie based upon the series will go into production in 2015. Meanwhile a theatrical hit based upon the Grave Robbers' Chronicles has toured China for over a year. To help other online writers break into the Chinese publishing market, Xu Lei has founded a magazine called Super Nice that buys fiction of all genres, with only one requirement--that submissions be a good story. Given that his own fiction is published in Super Nice, he has set a high standard for the magazine. Still baby-faced at the age of 32, Xu Lei keeps a low profile in his private life. Considering that he's a writer who can come up with 10,000 to 20,00 words "on a good day," less productive authors might speculate that he has no private life at all. But as this best-selling author has observed. "True gold does not fear fire," and his quiet family life in Hangzhou needs no public viewing for Xu Lei to maintain his success. True writers don't need publicity.