The launching ceremony of the China Association of Performing Arts Committee of Chinese Opera in Beijing. [Photo provided to China Daily]

One of the new committee's initiators is Lyu Guliang, a media guru who launched his company, We Play (Beijing) Cultural Industry Investment and Management Ltd, two years ago. His company has taken Chinese opera artists to perform abroad.

"Traditional Chinese opera is a vibrant and centuries-old tradition that showcases the essence of Chinese culture. But it is losing in the market because the way entertainment is consumed has changed. We are trying to change that idea," says Lyu.

Lyu's company has produced promotional videos, starring pop stars and Chinese opera artists. The first video, which went online on Wednesday, features pop icon Lu Han and Peking Opera actress Yuan Huiqin.

Lyu says a series of live performances will be held and traditional opera films shown in Beijing throughout next year.

"If you look at the past 10 years in the development of traditional opera troupes, we have experienced a good time," says Li Jianshu, director of Yuju Opera Company of Henan province.

There are 164 government-supported Yuju Opera troupes and 1,437 private troupes in Henan, he says.

About two years ago, Li initiated the idea of gathering those troupes together annually to share new productions and ideas about developing Yuju Opera.

He says the internet is the main force for interacting and connecting with audiences. The fourth Yuju Opera Festival, which was held at Henan Poly Art Center in August, attracted more than 500 million viewers online.

Promoting Chinese culture and boosting confidence in it were outlined by President Xi Jinping in his report to the 19th National Congress of the Communist Party of China in October.