Modern approach promotes old ways

One example of a modern approach at work can be seen in Shanghai, where fans of ancient music and artists have established a guqin (Chinese zither) troupe called Zi De.

Instead of performing on traditional stages, Zi De's creations take the form of videos featuring artists in ancient Chinese costumes, playing traditional instruments. The backdrop used in the videos has the appearance of aged rice paper, making a production resemble an animated Chinese ink painting.

Zi De's creations have attracted millions of views on Chinese and international websites. The troupe has more than half a million subscribers on You-Tube and 620,000 followers on the video-sharing site Bilibili.

One Bilibili user said: "This is the perfect way to showcase traditional culture to young people in the modern era. We have always known that traditional culture is good, but a modern approach is required to illustrate this."

Zhang Wei, director of Shanghai's animation industrial association, said he is pleased to see ancient Chinese music attracting more attention from the public through the group's creative works.

"Such is the development of Chinese culture. We need to find new ways to keep it alive and be accepted by more people," he said.

With this aim, the Donglin Academy has enrolled young talent for its traditional culture educational programs, including Li Meilin, who used to run a handicraft studio in Wuxi before teaching leather and wood-crafting classes at the academy.

Li said that in addition to regular programs, the team at the academy provides tailor-made experiences for visitors.

"Many parents hold birthday parties for their kids, but these activities mostly center around a big meal and a luxury cake. Some parents told us they felt such celebrations lacked an element that would make them more memorable and meaningful," Li said.

As a result, the academy designed a birthday ceremony for a group of children based on traditional Chinese rituals, such as wearing a Han costume, practicing traditional etiquette, reading classical essays, and taking part in a gratitude ceremony.

"During this ceremony, which is aimed at encouraging children to be thankful, they embraced their parents. Some children even broke down in tears, but I believe such a birthday experience will be unforgettable," Li said.

The new activities have been well-received. In the first three months of this year, the academy welcomed 80,000 visitors, a considerable rise in numbers compared with previous years.

Rong, the administration office director, said,"There has been an obvious rise in the number of local and young visitors, and they are staying at the academy longer than before, as there are now more interesting things for them to do here."

Chen Feiyang, the academy's executive director, said more ventures, such as a reading center and cultural creation center, are planned.

"We won't rush to introduce them. Only when we take confident steps toward the future and offer high-quality programs will people be motivated to visit us," Chen added.

Xing Yi contributed to this story.