CHINA'S largest search engine Baidu Inc has started an English-language blog site aimed at overseas users as it eyes global expansion.

The Baidu Beat is expected to become a window on Chinese Internet culture and the postings on it will be derived from key words that are most searched on Baidu. Baidu holds more than 70 percent of China's search market, followed by Google with around 20 percent, according to Beijing-based research firm iResearch Inc.

Ordinary users cannot directly post on Baidu Beat, which started on Monday, but send feedback through an e-mail address.

The blog is now updated by Baidu employees and the authors would pick hot topics on Baidu Feng Yun Bang, a list updated almost in real time that shows the top searches on Baidu.

"It's the mission of Baidu Beat to give you a peak into what Chinese Internet users are looking for online: Who they're fascinated with and what they're fighting about," according to a statement on the site.

It now has dozens of posts about topics including Chinese slangs, Internet celebrities, life of college students and hit songs.

Baidu has run a Japanese search engine site for two years and Chief Executive Officer Robin Li hoped that Baidu may become a well-known name in 50 percent of the world in 10 years.