Zheng says 86 activities are part of the program, which covers museums, intangible cultural heritage, animation and digital technology.

"It (the program) offers a channel for Chinese products to go abroad. And, it helps build bridges between domestic institutions and their overseas counterparts for further cooperation and allows the rest of the world to see Chinese designs."

Among the institutions taking part in the program are the Palace Museum in Beijing, which is known for its development of souvenirs.

According to Ren Wanping, the deputy director of the museum, more than 9,000 kinds of products have been developed by the museum so far. And some of the products will be promoted in six countries during China Week.

Speaking about how the program will help the museum, Ren says: "To revive traditional Chinese culture, we cannot simply copy ancient art and close our doors to the outside. More creative thinking is needed to promote cross-border communication."

Then there's NICE, an institution affiliated to the Ministry of Culture and Tourism, which deals with cultural exchanges, which is showcasing its products which are inspired by the Shaolin Temple, renowned for its kung fu and the Mogao Caves in Dunhuang, a pivotal post on the ancient Silk Road.

Separately, the China National Philatelic Corporation is displaying its stamps at the exhibitions.