"This competition is like a helicopter for me," the 29-year-old Hongkonger said. "I can directly reach a giant publisher in the book industry, which is highly competitive."

Since 2006, the competition, sponsored by Sun Hung Kai Properties and Joint Publishing (HK), has helped 33 young writers obtain exposure after a year of one-on-one coaching and working with one of the biggest local book-chains.

Joint Publishing releases about 200 books a year and is constantly seeking new writers.

"We have an open door to new authors and a strong retail network in both Hong Kong and on the mainland," said Anne Lee, director and deputy editor-in-chief of the firm.

The retail prices of the 10 winners' books range from HK$88 to HK$148, with the print run varying from 1,500 to 2,000 copies.

This year, for the first time, the publisher will distribute half the total number of copies to the mainland market. The books, printed in simplified Chinese, will be showcased at the Shanghai book fair next month.

Some of the young writers are building bridges between the traditional book, modern multimedia and the internet.

Brown White incorporated QR codes - like those used in advertisements on the MTR and local magazines - in his book. Readers who scan the codes are linked to a website that allow them to listen to recorded sounds while reading his tale about old shops run by husbands and wives in Hong Kong.

"The internet age has made it easier for young writers to experiment with different mediums," Edward Lam, a Hong Kong theatre director and playwright, said. "Their works must reflect a sense of time and culture, rather than solely selecting the most commercial topics."

Leung Wai-lok, 34, who will speak at the book fair's "New Books Parade", said: "I collect feedback from readers on my blog and Facebook page, which will help me tweak my writing style or content and help me accumulate readership."

Although an established book publisher offers mainstream exposure, better quality control and prestige, some writers prefer to work with local, independent publishers, who are seen as being more flexible on content, packaging and profit sharing.

While successful authors may get up to 20 per cent of a book's sales from mainstream publishers, young writers often receive a much lower royalty rate, about 5 to 8 per cent. Smaller, independent publishers, such as Fly Publications, may offer first-time authors royalties of 9 to 11 per cent.

Maggie Tong - whose parenting blog, CoCoSiSi, has more than 52,000 followers, mostly young mothers - is a successful first-time author.

"Her writing is full of positive power, and she has accumulated a huge fan base through her blog and children's wear store," said Cheryl Ho of Fly Publications.

Tong is enjoying an 11 per cent royalty rate on .

Sixty per cent of the 5,000 copies printed have sold since the book went on sale in February, a significant achievement for an autobiography by a relatively unknown person.