The second China Changchun Folk Art Exposition held late last month in Changchun, capital city of Northeast China's Jilin Province, has proven a great impetus for the development of the country's folk art industry.
About 1.5 million people, accounting for half the city's residents, attended the week-long exposition which sold arts and crafts worth 20 million yuan (US$2.4 million).
"Folk artists create their works mostly out of personal interests, and they have no idea how to market them. This hinders the promotion of these arts," said Yin Lilong, a senior official from Changchun municipal government.
"There is an urgent need to bridge the gap between our rich folk art forms and the booming cultural products market to meet customers' demand, and this expo is a step towards that end," Yin said.
Western culture is impacting on Chinese folk culture through globalization and modernization, said Zhang Shouzhi, vice-chairman of the Jilin Folk Artists' Association.
"I think that popularizing our folk arts, which are endangered by the influx of Western art forms, will help protect them," Zhang added.
Folk artists in the past were sometimes forced to abandon their craft due in large part to their poor connections with the market.
However, the recent expo suggests a new generation of folk artists are now paying more attention to marketing. This new approach not only allows them to further explore their art but also creates job opportunities.
For example, Li Baofeng, a local folk artist, was initially worried when she started her Phoenix Paper-Cut Art Centre in Changchun two years ago.
She was 33 and had a big family to take care of - her husband, son, parents-in-law and her own parents.
Li wondered if she could survive the challenge, and if her family would accept her new undertaking.
Now, two years later, her company has grown into one of the best known producers of paper-cuts in China. Some countries in Southeast Asia are also placing orders for her products. Li has been invited to demonstrate the art of paper-cutting in many places.
"I dream that one day my paper-cuts will travel around the world. And I am confident there is a bright future for traditional folk arts, as the market is so promising," said Li at the expo.
A systematic approach to marketing will also help reinvigorate the folk arts and push forward their development and diversity, according to Wang Chunxin, a professor from a local art institution.
"The old folk arts tend to stick to their centuries-old designs and see little improvement due to limited vision and techniques.
"Take paper-cutting as an example. Its subject matter is confined largely to animals and heroes from ancient stories. Entry into the market will force the artists to develop new art forms if they want to become competitive," said Wang.
He Qinhong, another famous paper-cut artist in Changchun, could not afford to take part in the exhibition, as he didn't have enough money for a booth.
"I am good at cutting traditional figures such as animals and heroes. But people are too familiar with them and have no desire to buy," said He, who is also a farmer.  "It is time to change now."
Changchun has also greatly benefited from the exposition, said Yin Lilong.  "The expo has widened people's horizons and improved their taste."
He Qinhong said he never considered establishing a company as the application procedures were too complicated and he could not afford the costs involved.
"Give up? No, I will never give up. Paper-cut is my life and I have done this for over 20 years. But I will now try harder to market my products," He said firmly.
Experts say the government should give more help and support to folk arts, and that intellectuals should get actively involved in the project.