The opening ceremony of the MIP China Hangzhou International Content Summit is held in Hangzhou, Zhejiang on Monday. [Photo provided to ezhejiang.gov.cn]

The sixth MIP China Hangzhou International Content Summit opened in Hangzhou, the capital city of Zhejiang, on Monday.

MIP — or Marche International des Programmes — is a global distribution marketplace for entertainment content. Major events are held in Cannes, France, twice a year —MIPTV in spring, and MIPCOM in autumn.

Over the next four days, more than 130 domestic and foreign buyers from 37 countries and regions including China, France, India, Singapore, Chile, Argentina, Italy, and Pakistan will take part in one-on-one online business negotiations.

First held in 2017, MIP China is aimed at promoting cultural exchange in the international film and television industry, providing cutting-edge industry content, and exploring a development path for the Chinese TV industry. Since 2020, a large number of companies have successfully developed domestic and overseas markets through MIP China's online services.

Officials and representatives attend the opening ceremony of the MIP China Hangzhou International Content Summit on Monday. [Photo provided to ezhejiang.gov.cn]

Offline activities including forums and training will be held concurrently with the 18th China International Animation Festival (CICAF) in November.

China's film and television animation industry has in recent years become an important channel for communication with the world. In 2021, the overseas sales revenue of Hangzhou's animation games increased by 27 percent year-on-year to hit 9.93 billion yuan ($1.48 billion).

Kristian Kender, general manager of CMM-I Media Consulting Co., Ltd., delivers a speech via video at the opening ceremony of the MIP China Hangzhou International Content Summit on Monday. [Photo provided to ezhejiang.gov.cn]

"We have a particular focus on animation, given Hangzhou's place as China's city of animation, and its close relationship with CICAF. This activity is key for Chinese producers, as they continue to seek opportunities to tell Chinese stories in the global marketplace," said Kristian Kender, general Manager of CMM-I Media Consulting Co., Ltd.