THE 2011 China International Animation & Cartoon Festival which begins next Thursday provides the ideal opportunity for animation and cartoon industry figures from around the world to meet and discuss new ideas, sell their products, explore the latest innovations and invite public interaction. Shi Xiaohan tells what to expect from the six-day celebration of all things animated.

World animation and cartoons will flood into Hangzhou as the city hosts the 2011 China International Animation & Cartoon Festival from today to next Tuesday. The festival mascot, the mischievous Monkey King, can be seen everywhere in the city inviting people to the event.

Held annually in Hangzhou since 2005, the festival has embraced innovations every year, making it the largest of its kind in the Asia Pacific region. The following are highlights at this year's festival.

2011 Monkey King Award

Named after the classical Chinese literary character, the Monkey King Award symbolizes the supreme honor in China's animation and cartoon circle. Debuted at the festival in 2008, the award has been attracting more and more animation and cartoon works from across the world. More than 1,000 pieces from 32 countries and regions are competing for this year's awards in different categories. "The Dreams of Jinsha," made famous for its nomination at this year's Oscars, is also nominated for the Best Animated Feature. The results will be announced at the awards ceremony, part of the grand opening of the festival on April 28. There will be cartoon song performances, a cartoon character parade and cosplay shows at the ceremony.

Summit Forum

A special Hangzhou-Taipei Summit Forum will be launched this year for professionals from the two creative cities to inspire each other. Some legendary figures from the industry have also accepted invitations to share their wisdom at the forums. Michel Ocelot, the former president of the International Animated Film Association, will give a keynote speech at the forum. Vincent Waller, creative director of the blockbuster cartoon series "SpongeBob SquarePants," has been invited to explain his success. His show, broadcast in more than 171 countries and regions, was ranked the third most popular program when it was aired on CCTV1.

China International Animation & Cartoon Industry Exposition

Aiming to integrate resources and trigger vitality in the industry, the expo provides a platform for new products and inspirations around the world. More than 300 exhibitors this year will fill up the 70,000-square-meter exhibition area in Hangzhou World Leisure Expo Garden. Nearly 80 North American enterprises including Disney will jointly hold an exhibition providing an overview of the American cartoon and animation industry.

Top Japanese comic publisher Shueisha will promote its bestselling titles such as "Naruto" and "Onepiece" at the expo. Electronic giant Sharp will bring its newly invented cell phone installed with 3D comic book applications made in Hangzhou. Japanese cell phone animation company HeartBit will also show its products designed for Chinese comic cell phone users. Hong Kong exhibitors will show 30 lively sculptures of their classical cartoon characters and then donate them to the China Animation and Cartoon Museum. Taiwanese cartoonist Chen Huangyu will bring his popular work "Arms Girl" to the expo. He will also publish the cartoon characters he created for the new Chinese combat aircraft J-20 at the festival.

China Comic andAnimation Museum

The museum will show its future functions and solicit exhibits for the first time at the expo in the World Leisure Expo Garden. The museum, costing roughly 1 billion yuan (US$153 million), will take up 25,000 square meters on an island in Baima Lake in Hangzhou's Binjiang District. It is due to open in April 2013.

Animation and Cartoon Industrial Investment Fair

Nearly 80 companies will launch 524 projects at this comprehensive event encompassing copyright transaction and project cooperation. Composed of projects presentation, negotiation and contract-signing ceremonies, the fair provides chances for potential business partners to meet face-to-face and ink deals. Apart from regular guests such as animation companies, investment organizations and brand managers; new participants are invited this year to diversify the cooperations. Cell phone network operators are invited to expand media for comic books and animation. Traditional and ethnic minority music providers will also come to the fair hoping their art can reach the young and be passed on to generations as soundtracks in animations.

First Cartoon DerivativeProducts Fair

The fair will kick off at this year's festival to enhance the industrialization and professionalization of cartoon derivative products. Though still budding, the market is projected to generate more than 70 percent of the animation industry's revenue when fully developed in China. Licensed animation derivative products such as costumes and models will be sold at the fair to support protection of intellectual property rights. Scholars, developers and brand managers of derivative products will have a discussion about the present and future of the industry.

International Cartoon Trade Fair

As the best occasion to acquire Chinese cartoon products, the fair has attracted 114 animated TV stations and publishers around the world this year. Buyers will hunt for outstanding products from more than 200 animated shows and some 20 cartoon movies. The Oscar-nominated animation movie "The Dreams of Jinsha" will also be on sale at the fair.

First Exhibition and Auction of Chinese Animation Masterpieces

A total of 200 masterpieces will be exhibited and auctioned during the festival for the first time to upgrade commercialization of cartoon works. Works by well-known painters including Feng Zikai and Tsai Chih-Chung and emerging stars such as Yao Feila are listed in the catalog. The China Comic and Animation Museum will also be bidding for their future collection at the auction. Cartoons by ordinary painters are also welcome at the up-and-coming giving more chances to potential bidders.

Extra-curricular activities

Extra-curricular activities such as cartoon stamp collecting and painting classes have been introduced to this year's festival to appeal to the young. More than 330,000 free tickets have been distributed to school children in Hangzhou, encouraging hands-on experience of cartoon and animation during the festival. Some 120,000 presents such as cartoon paintings and stationery are prepared for the activities.