When veteran director Chen Wei proposed to make a talent show called The Rap of China, he was repeatedly asked: "Is there rap in China?" But the veteran director, who is also the vice-president of iQiyi－one of the biggest online streaming platforms in China with nearly 51 million members－carried on undaunted.

The Rap of China was a cultural phenomenon last summer, attracting 3 billion online views within three months of its premiere in June, and some rapper jargon even became buzzwords for Chinese netizens.

While many may think that Chen at 42 is lucky to have a job which lets him interact with the young, they may not realize that he spends many a sleepless night trying to devise online variety shows that millions of young people will enjoy.

As the interview for this story is being conducted at a studio on the outskirts in Beijing, Chen is working on a scene for Clash Bots, an upcoming reality show featuring battles between remote-controlled armed robot combatants. The show will go online through iQiyi on March 29.

Speaking about how he comes up with ideas for new shows, he says: "Often, you don't have data to support your idea. But, as Chinese living standards improve and approach those of developed countries, I think that things they used to find difficult to understand will become more easily accepted."

And the success of The Rap of China has given him the confidence to make more "drama-like reality shows".

A fierce competitive atmosphere pervades Chen's productions as he believes pressure is a key way to stir participants' true emotions.