Guest Column by Kyla Zhao

Kyla Zhao writes novels about challenging gender stereotypes in traditionally male-dominated spaces. Her books have been featured by media outlets such as NBC, CBS, Good Morning America, Vogue, Elle, Cosmopolitan, Buzzfeed, South China Morning Post, and more. Kyla was selected as a Forbes 30 Under 30 honoree, named a Tatler Leader of Tomorrow, and awarded a Certificate of Recognition by the California State Assembly. She now works at a tech company in Silicon Valley after graduating from Stanford University in 2021.

There’s a prevailing notion in the publishing world that an author needs a strong, consistent brand. A clear identity that neatly packages your work for easy consumption. But what if your passions refuse to be tied up in a tidy box?

That’s the position I’m in now. My first two novels with Penguin Random House are contemporary adult fiction—The Fraud Squad stars a high society imposter in Singapore; Valley Verified follows the journey of a fashion journalist trying to navigate the cutthroat world of Silicon Valley startups.

But after two adult novels, I ventured into the world of children’s literature this September with May the Best Player Win. This coming-of-age tale, described as a family-friendly version of The Queen’s Gambit, follows a chess prodigy who makes a high-stakes wager with her rival: that girls are just as capable as boys at the game. As the pressure mounts and the stakes rise, performance anxiety begins to creep in—threatening not just her performance but also her love for the game. Now, she must confront the question: Can you play for fun if you’re playing to win?

What’s more: I recently sold a fourth book to Penguin Random House. Coming out in 2026, it’s a Young Adult historical fiction of two rival Chinatown gangs in 1940s San Francisco.

My four books share two overarching commonalities: 1) an Asian cast of main characters, and 2) core theme of challenging gender stereotypes in a cutthroat, male-dominated arena. However, these are rather broad themes, making it difficult to establish them as the concrete pillars of an author brand.

On paper, my four books form a chaotic patchwork quilt of genres and age groups. It’s hard to connect the story of a young chess player to the tale of a high society imposter. I don’t even write in the same POV for all my books – two are in third-person POV and two are in first-person POV. The fact that my writing repertoire doesn’t fit the mold of a traditional author brand has proven both challenging and incredibly rewarding.

Starting from Scratch

Building an audience for adult contemporary fiction is a completely different ball game from reaching young readers. For instance, social media is a crucial promotion channel for young adult books, but my middle grade readers are more likely to discover May the Best Player Win through their schools and libraries. It also seems that historical and fantasy genres lend themselves better to aesthetics-focused marketing than contemporary stories.

So each time I shift gears between age groups and genres, it’s like starting from scratch. Understanding the unique preferences, reading habits, and platforms of a new audience is a steep learning curve—requiring constant experimentation and adaptation.

The Challenges of Marketing

Crafting a strong, consistent author identity is a powerful tool for marketing one’s work. A clear author brand can resonate with readers and make it easier to connect with them. For instance, a tagline like “Kyla Zhao, author of domestic thrillers” or “Kyla Zhao, purveyor of fashion novels” would instantly convey my expertise and target audience.

However, my current writing spans multiple genres, which complicates marketing efforts and building a dedicated readership. Those who enjoy my breezy adult contemporary novels may have little interest in my darker, historical young adult fiction. I’m still trying to grasp the most effective approach to reach diverse audiences without alienating any particular group.

The Joy of Exploration

On the flip side, I am exhilarated by the freedom to explore different worlds and tell diverse stories. Part of why I allow myself to pursue this freedom is because I don’t depend on writing for a living. If I did, I’d likely be much more focused on doing whatever I can to maximize sales, which includes building a consistent author brand.

But because writing remains a passion project for me, I only write what I’m passionate about. So my novels are inspired by and reflect my eclectic background: The Fraud Squad – working at high society magazines and being in close contact with socialites; Valley Verified – navigating a new job in Silicon Valley’s tech scene; etc. May the Best Player Win is fueled by eighteen years of playing chess. Even my interest in the underworld, sparked by a visit to the Mob Museum in Las Vegas, is finding a home in my 2026 historical novel.

I treasure the chance to explore different facets of myself in writing these different books. Writing my debut novel set in Singapore, my hometown, helped me cope with homesickness during the pandemic when I was stuck abroad. My second novel set in Silicon Valley helped me come to terms with my imposter syndrome after I made a career switch from high fashion to high tech. My middle grade novel May the Best Player Win helped me rediscover my love for chess that had been buried by performance anxiety.

The Opportunity to Learn

 While there’s a certain comfort in staying in familiar territory, I see each new project as a chance to learn, to grow, and to challenge myself as a writer. Shifting from the sophisticated complexities of adult fiction to the vibrant energy of middle grade has been a steep learning curve, but a rewarding one. And embracing the historical fiction genre is a whole new adventure.

With each book, I’ve picked up new skills that I apply to my next work. My experience crafting romantic tension in my adult novels proved invaluable when developing the complex frenemy dynamic between the two young chess prodigies in May the Best Player Win. Conversely, the challenge of packing a story into a smaller word count for my middle-grade novel taught me the value of brevity. Forced to sharpen my storytelling skills, I’ve developed a clear and concise writing style that I’ve carried into my adult novels.

Finding Common Ground

I don’t have a clear roadmap for my writing career. While the adult and children’s book scenes differ significantly in terms of writing styles, marketing strategies, and reader expectations, these disparities push me to adapt my storytelling and connect with new audiences in unique ways.

The only thing I know for sure is that I want to keep writing and connecting with readers. One interaction still sticks out in my mind: a reader in her forties discovered my debut novel The Fraud Squad at her local library, then read Valley Verified next, and now she’s preordered my middle grade novel May the Best Player Win for her two kids aged 15 and 9.

While my books may seem vastly different, they share a core: the experiences of women/girls of color navigating challenging environments. These are stories that matter to me—regardless of genre and age group—and I hope they resonate with readers from all walks of life as well.

After her middle-school chess team wins the state championship securing their place in the nationals and being awarded the top female player with a feature in a big chess magazine, May Li May Li’s middle school chess team has just earned their spot at nationals after an impressive victory in the state championship. To top it off, she’s been named the top female player and featured in a prestigious chess magazine, a moment that should make her feel on top of the world. Yet, a few teammates including her “friend” Ralph seem resentful about the spotlight she’s receiving. To prove her worth, she bets Ralph that she can win the school tournament and become captain. However, as pressure builds, she starts to doubt herself and her love for the game.

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Get May the Best Player Win here as a print book, audiobook, or eBook. Get Valley Verified and The Fraud Squad here.
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