The 2014 Happy 10k Run press conference is held in Beijing on July 28, 2014. [Photo provided to chinadaily.com.cn]

A series of events called "Happy 10k Run" for amateur runners was launched Monday in Beijing, aimed at encouraging beginners to run and to cater to the ever-increasing number of runners.

The events launched by Infront Sports & Media, a leading international sports marketing company, will be held in Beijing, Shanghai, Changzhou city of Jiangsu province, Shenzhen and Huizhou cities of Guangdong province from August and December.

The first stop of this series is schedule to kick off on August 30 at Beijing Olympic Forest Park, a quite popular place for running lovers, followed by Shanghai on September 20.

Each route of the events will be set at 10 kilometers along with an additional 3K (three kilometers) Fun Run route for families who bring children. To attract more beginners, a number of other entertainment activities will be held along the route.

Such events are aimed at encouraging people to leave smartphones, put on shoes and meet friends in person and virtually, said Stefan Petschnig, director of Active Lifestyle & Endurance,Infront Group,, at the launch ceremony in Beijing. "We want to promote an active lifestyle," added Petschnigr.

The outlook of China’s running market is also quite aspiring for Infront as the runner population has been continuously expanding since the 2008 Beijing Olympics

A total of 39 marathon events were held in China in 2013, drawing a record of more than 750,000 participants, up 50 percent from 2012, according to a report released by China Athletic Association in December 2013. Seven more cities will join in to held marathon events this year.

"While the running population has increased significantly over the past years in China, the market offering is still limited," said Winston Zheng, managing director of Infront China. The Happy 10k Run provides a way for runners to share their experience with their families and friends, added Zheng.

"The Happy 10k running series now provides an entertaining leisure sports activity that can be shared with friends and family".

"We want to let people know running does not only mean marathon," said Tan Jie, the publisher of a specialized magazine Front Runner, who also will be a volunteer of the Happy 10k Run Beijing stop.

"We are delivering an attractive leisure sports product and expect the Happy 10k Run to become the biggest and most influential running event in China in near future." said Stefan Petschnig.