Yao Jinbo, CEO and founder of 58.com, and Zhejiang Television's star entertainment anchor, Hua Shao, lead two teams-each recommending 20 projects that will compete.

"It's a new combination. We hoped Yao would offer more business advice and Hua would judge from a cultural angle. Unexpectedly, the duo brought sparks to the show," says Hao.

Yao's dry humor and recommendation of certain projects seem to bring out his softer side. The culture vulture, Hua, who is an entrepreneur, also doles out business advice.

Most of the projects in the second season have already proved successful. Hao aims to not only present Chinese culture but also show that traditional culture can be a money spinner.

"One reason knowledge of traditional culture is in decline is that the younger generation thinks it is not profitable, so they are reluctant to inherit it as a vocation," says Hao.

"We want to provide both the industry and the audience with new ideas about how to protect those traditions and also make a profit.

"We are actually taking the role of translator for the projects. One aspect is to translate the culture into a show on the stage. The other is to interpret the business model into the simplest words so audiences understand," Hao explains.

Hao and her team began their search for new projects for Season 2 in February last year. What impressed her was the boom in the development of cultural and creative industries in China during the past year.

"When we were selecting the projects for Season 2, there were many more projects that wowed me than in the previous season. And the focus of the projects were much more diverse, especially those centered on traditional culture," she says.