China rolled out a set of measures to nurture creative cultural products at cultural and arts institutions, including museums, libraries, art galleries, memorial halls and other cultural sites across the country.
A document detailing the measures was jointly issued by eight cultural and finance departments, including the Ministry of Culture and Tourism, Ministry of Finance, State Administration for Market Regulation and National Cultural Heritage Administration.
Such products should help people better understand and boost confidence in the Chinese culture, the document said.
As part of a pilot program, cultural heritage organs are being urged to make investments in and establish creative products companies.
Private investors are also being welcomed to take part in developing creative products. However, the document stressed that the development of such products should abide by the principle of protecting cultural relics.