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"Yet another language wrinkle; don't the Chinese put the last name first?"
Maybe in theory, but in English texts they often are the "English Way". Also they may have a Chinese first name and 'adopt' an English name (that might not be a translation or transliteration), so Wang Lia might be Anne Wang in English texts.
Japanese, Chinese, Arabic and Hebrew books are usually written right to left (as Greek was originally) hence Japanese Graphic novels even in English have the front cover to the left, not right as you look at the spine. So I'd imagine eReaders ought to swipe the opposite direction to turn pages forwards?
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