MANY Chinese young people are big fans of animation from Japan and other countries, and find much of China's domestic output to be uninteresting and imitative.

But young Chinese animators and the industry are trying to change that, coming up with new ideas and - this is the hard part - integrated industrial and marketing chains, so that when a new superhero is born, there's a movie, TV, DVD, comics, and multiple related spin-offs. Fear of piracy holds many companies back from taking full advantage of other marketing venues and unveiling their creations early on.

The best of Chinese animators, industry experts and talent from abroad are showing their work and discussing the future at the 6th China International Cartoon and Animation Industry Exhibition in Hangzhou. It runs through next Wednesday.

The festival theme is "Comic City, Better Life," evoking the World Expo 2010 theme - "Better City, Better Life."

More than 1 million visitors are expected at the fair that opened yesterday.

Over 300 cartoon and animation enterprises and organizations from 20 countries and regions have space in Pavilions A, B and C in Hangzhou's World Leisure Expo Park.

Cartoons, animations and numerous spin-off products are displayed. There are interactive games, performances, cosplay, competition, forums and many other activities.

Pavilion A features China mainland's original animation productions shown by state-level cartoon and animation centers, as well as works from Hong Kong, Taiwan and Macau.

Pavilion B features animation productions, comics publishing, electronic publishing and mobile phone animations. Pavilion C features cartoon and animation spin-off products; it is also an area for a trade fair, interactive zone and cyber games.

Cosplay costumes, dolls representing cartoon characters, T-shirts and other products are genuine, according to organizers. The event emphasizes protection of intellectual property.

An exhibitor from Shanghai, Godot Chen, says that though cheap copies of films and animation products are still widely available in China, many companies are trying to develop high-end products to prevent low-end copying. He says the exhibition was a good way to attract loyal fans.

In Pavilion A, Pyi Pyi Family Gifts Co from Taiwan sells stationery, cushions and dolls with the cartoon image of Mantou (mantou is a steamed Chinese bun).

"We made mantou into a cartoon image and brand because it represents Chinese cuisine culture," Peter Huang, president of the company, tells Shanghai Daily.

"This is one of the best cartoon and animation festivals in China because of its popularity and huge number of local visitors - we can always get customers," he says.

At Shanghai Zhangjiang High-Tech Park exhibition area, Shanghai Hippo Animation Co and Shanghai SJS Animation Co are screening their original 3D movie "Animen," to be released on the Chinese mainland in June.

The 50-million-yuan (US$7.3 million) production was six years in the making and is directed by Hong Kong film maker Tsui Hark.

"Around 600,000 students studying animation graduate every year, and China does indeed have original cartoons and animations," says Jacky Guo, marketing officer of the company.

"Although many young people think domestic cartoons cannot match Japanese animation and works from other countries, many Chinese animation professionals have ambitions of turning the situation around," Guo says.

To promote traditional Chinese styles, the fair has invited Taiwan Pili Puppet Theater to perform glove puppetry. Regular shows are held in Pavilion B.

Long ago puppets were made of cloth sacks, and wooden head, hands and feet were added later. Pili literally means "cloth bag opera."

The troupe last performed in Hangzhou four years ago.

"Compared with last time, this year's festival has taken a big leap in internationalization, influence and professional standard," says Chris Huang, director of the theater.

This time, more than 10 leading members of the puppet troupe came to Hangzhou and Huang says the animation festival is a great opportunity to promote traditional puppetry.

Shadow play, an ancient form of storytelling and entertainment, will also be performed throughout the festival in Pavilion B.

Date: through May 2

Address: World Leisure Expo Park, Xiaoshan District

Tickets: 35 yuan for adults; 35 yuan for children; free for kids below 1 meter.

Tel: (0571) 8288-0222

How to get there: Take Bus No. 515 (Qujian) at Yan'an Road, get off at Hangzhou Paradise stop.

Hangzhou, a growing animation hub, had a star-studded start to its global cartoon and animation festival featuring 300 exhibitors from home and abroad.

The 60,000-seat Dragon Sports Center was filled with cartoon fans, creators and luminaries for the opening ceremony of the 6th International China Animation and Cartoon Festival.

The fair runs through next Wednesday.

The three-hour show featured pop stars Vitas from Russia, JJ Lin from Singapore and Elva Hsiao from Taiwan.

The single stage was replaced by three movable stages, a large round stage in the center connected by bridges to two smaller ones, resembling the bridges of scenic Hangzhou.

The performances highlighted the city's beauty, creativity and fashion. Pioneer visitors called Hangzhou "heaven on Earth" and today's city leaders are building it into a service-oriented city they hope will become China's capital of cartoons.

The festival is not only an exhibition and trade fair but also a platform for exchanging ideas about trends in the animation industry and establishing links between Chinese and overseas creative companies and distributors.

There are parties, cosplay shows, competitions and other activities.

The show has been getting bigger every year, and so has Hangzhou's animation industry. Last year, nearly one-sixth of China's original cartoons originated in Hangzhou and the city produced a quarter of all animation works rated "outstanding" by the government.

"China has so much to offer and it offers much more than other countries," said Vesna Dovnikovic, secretary-general of the International Animated Film Association, at a festival forum.