Scattered throughout Pandaria are clickable scrolls which have a slight blue hue around them.There are several in each zone. There are achievements for reading all of them. Each time you complete one of the achievements you receive a mail with an item which starts a quest. Handing in the quests will grant you Lorewalkers reputation and Loremaster Cho will then act out a scene for you.
You can find coordinates for each of the scrolls within the first comment on wowhead. Be sure to read them, they're really fun and interesting.