Jinan's animation industry should expand overseas to achieve further development, said Liu Wei, president of the Jinan Animation and Game Industry Association.

Liu is also the CEO of the Jinan Simain Comie and Animation Cultural Development Co which was launched in 1996 with the support of the local government.

Most cultural enterprises in Jinan are small and medium-sized enterprises and lack international influence, said Liu. More efforts should be made to promote cultural innovation and R&D in animation derivatives products.

"I decided to make original Chinese animations and hope the works will be enjoyed by not only domestic viewers but also global audiences," said Liu.

Located in the Jinan National Animation and Game Industry Base, Jinan Simain Comie and Animation Cultural Development Co has become a leading company in the anime peripheral industry in China after more than 20 years of development.

It has developed more than 1,000 national franchises and achieved direct-sales with more than 100 varieties of products.

The company is focusing on developing puzzles for children aged two to 10 as well as projects featuring traditional Chinese culture. The two sub-brands highlight animation peripheral products and have innovative practical functions.

"Jinan is increasing support to the development of this industry, giving us more opportunities and helping attracting more talent. This will lead to more quality works," said Liu.

The company has created a marketing model integrating offline and online channels to meet the needs of customers.