Over the past five years, Tong Dao Da Shu, once a personal Sina Weibo account launched by a Tsinghua University art graduate to post caricatures illustrating the personalities of 12 zodiac signs, has grown into a cultural and creative products provider.

On Nov 14, a conference was held by the company at China World Hotel, Beijing, to discuss how it created original cartoon characters representing the 12 zodiac symbols and license its subsequent intellectual property, as well as consider how to better tap into the potential of China's IP industry.

Lu Di, company CEO, said that they will "continue to build up and improve a mature industry chain and work out a clearer way to commercialize its IP".