The annual China International Cultural Industries Fair is underway in Shenzhen, south China's Guangdong Province. This year, it's the "Guangdong-Hong Kong-Macao Greater Bay Area" display sector that has come into the limelight.

More than 2,300 exhibitors from over 50 countries and regions around the world are participating in the fair which kicked off on Thursday.

The event features nine different display sectors.  

“My company does design for the side products of some intellectual property items. We came here to know about the trends in the industry and to look for a possible partnership,” one visitor said.

In the Greater Bay Area display sector, exhibitors are opening doors to inland resources.

One company based in Shenzhen said it is looking for partnerships to further develop resources in Zhangjiajie, an area in the middle of China that was twice featured in the U.S. hit film "Avatar" for its exotic scenery.   

“We are going to make the world's first ‘interactive musical' in Zhangjiajie. We hope this exhibition will allow more people to know about us,” exhibitor Li Xintong from Shengshi Liye Group said.

Industries like money printing and minting are also celebrating the cultural carnival.

One company which previously made souvenir products for the Hong Kong-Zhuhai-Macao Bridge has added a human touch to its technology, applying high-end anti-forgery technology to handicraft and art pieces.

“This exhibition is a very good platform for cultural trade companies to exchange experiences. It can also better people's understanding of our industry, and help us approach a wider market,” Qin Sujian, the exhibitor from China Banknote Printing and Minting Group, explained.

According to its official website, the past 14 editions of the fair saw a total transaction volume of more than 252 billion U.S. dollars.

Around 80 supporting activities such as a creative design competition and forums on cultural trade will be held during the 5-day exhibition.

On the first day of the exhibition, hundreds of students from China and Belt and Road countries came together for the Belt and Road Cultural Creative Entrepreneurship Competition hosted by China Association in Trade Services.

On the second day of the event, representatives from different sectors, including culture and tourism, took part in an event hosted by the China Association in Trade Services.

They discussed how China's younger generation should use cultural creativity to better connect to other nations.

Experts say building up cultural confidence and finding the right way to tell China's story is key in bringing the country closer to the world.