The 5th China International Cultural and Creative Industry Expo opened on Wednesday in Beijing. Participants from home and abroad are taking full use of the platform to display the power of creation in the cultural industry. One of the highlights is the nationwide competition "Beijing Gifts." Creative ideas are making ordinary souvenirs extraordinary.

Creation is the key of the expo and being creative is the trump to win the competition "Beijing Gifts". Creative ideas do matter here, even small ones. That’s how this set of jewelry won first place out of over 3,000 entries from around China. Mixing the white and blue porcelain into silver jewelry, the design makes it possible to wear symbolic ancient Chinese culture in a chic style. Along with the honor, the designer was awarded 100,000 yuan.

Chen Weijia, Vice Director, Beijing Tourism Admin., said,

"’Beijing Gifts’ not only contains those signature or traditional souvenirs like cloisonne, ivory carving, or embroidery, but also those gifts that are both artistic and practical. A good souvenir should represent Beijing and recall travellers’ memory in Beijing. And it should be made with high-quality."

The 5th China International Cultural and Creative Industry Expo opened on
Wednesday in Beijing.

30 designs have become the first batch of "Beijing Gifts" initiated by Beijing Tourism Administration. All will be put into mass production and available in franchised shops. And those shops will be called "Beijing Gifts" located at a few major tourist attractions around the city.

Chen Siguang, Director of Museum of Folk Art Treasure, said, "Creation is the magic that can turn a stone into gold. For instance, the profit of this gold set is 260 million yuan in one year. Compass, one of China’s four great ancient inventions and China’s traditional concept bewitch the gold, doubling its value from nearly 200 yuan to 400 yuan per gram."

According to the official statistic, 134 million tourists visited Beijing in the first three quarters. The ten percent increase over last year has brought in revenue of over 2-billion yuan. Both numbers are setting new records. However, there is still a large gap to fill on the sale of tourism souvenirs.

Zhang Song, Reporter, Beijing, said, "Usually, in developed countries, the selling of tourism commodities accounts for 40-60 percent of the total revenue of the tourism industry, but in China the proportion is less than 20 percent. Events like "Beijing Gifts" sets the mission to turn the tables.