Chan has had a successful career, from the golden era of Hong Kong martial arts films to his foray into Hollywood and through more recent years when he switched to the Chinese mainland market. But most others in the field have not achieved similar success. The work of stunt performers and action stand-ins is undervalued, he says.

With the festival, Chan is using his star power to bring more attention to such actors and actresses.

"It's (the festival) still young, but I hope it will enjoy a popularity similar to some top events such as the Hong Kong Film Awards in the future," he told reporters on the sidelines of the action movie week in Datong.

Chan has an event to raise public awareness about environmental protection and at least seven new films on his busy schedule. "I don't dare to sleep. I have so many things to do."

Aside from an expansion in scale and size, the festival he founded has gathered more celebrities. Presided over by Hong Kong filmmaker Ng See-Yuen, the seven-member jury includes Malaysian actress Michelle Yeoh, Chinese mainland director Lu Chuan, actor Huang Xiaoming and actress Bai Baihe.