How to transfer time-honored cultural wealth into economic benefits is now a serious concern of the authorities in Shandong, the hometown of Confucius.

Last year, the province saw its cultural industry - a sector that the locals refer to as including publications, media, animation and even tourism - constitute about 20 percent of year-on-year growth and earning 85.79 billion yuan in revenue.

"Shandong's rich culture lays a solid base for the development of the province's cultural industry," said Li Qun, head of the provincial publicity department, adding that a number of local enterprises are now making efforts to build their own brands relating to local cultural characteristics.