The Heart of Beijing, a cultural and creative design competition was launched on Monday that invites college students to share their creativity and promote traditional Chinese culture among young people.

The contest, organized by the Culture and Tourism Bureau of Beijing's Dongcheng district and Perfect World Investment & Holding Group, encourages new explorations of China's intangible cultural heritage.

Contestants are required to design either creative products or images about a number of cultural themes including the Temple of Heaven, Beijing's Bell and Drum Towers, Jingtailan (Cloisonné) sculptures, Lord Rabbit figurines and kites. The aim is to bring new life to traditional culture and give traditional culture a role to play in modern design.

"Without new creations, traditional craftsmanship will be only found in museums," said Hu Pengfei, a master artist and inheritor of Lord Rabbit figurines. He hopes the competition will bring young energy to time-honored art and introduce traditional art to young people.

Contestants can contribute their works from Aug. 17 to Oct. 15 on the Perfect World Cultural and Creative Designs Official WeChat Account Platform, according to the organizers.

Finalists will be given expert advice about their designs and opportunities to work as creative interns at Perfect World.

The competition invites young people to share their creativity and understanding of China's traditional culture and will help bring young energy to the cultural and creative industry, the company said.

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