Wearing traditional costumes styled in a modern way, they play traditional and original songs with throat-singing, or khoomei.

Albert Kuvezin from Yat-Kha, which was founded in 1991, says world music enjoys popularity across the globe.

"People are interested and record companies promote it in the same way as pop, rock or hip-hop. Some big music stars and film directors helped promote it, too. I think world music is fashionable for young people now," he says.

"World music is inspirational not only to artists but to ordinary people. It helps people know more about their countries and cultures."

Kuvezin points out that globalization mixes people and cultures and some national minorities assimilate or even disappear. As a musician, he feels a responsibility to save their music and culture by bringing it to the rest of the world.

Singer Purna Das Baul, 80, will lead the group Baul of Bengal, to perform at the music festival for the first time on the Chinese mainland.

According to Purna Das Baul's son Dibyendu Das, the Baul of Bengal are traveling minstrels, who sing their songs and poems to the god who dwells within. "It is not just music, it's a way of life," he says.

In 1965, the singer introduced Baul songs to the West during an eight-month tour of the United States with stars including Bob Dylan and Bob Marley. Purna Das Baul has toured over 140 countries to play Baul music.

The group has evolved through the years with modern instruments as well as traditional instruments and an evolving line-up. The upcoming Snow Mountain Music Festival will see three generations of the Purna Das Baul family playing Baul music together.

Pan says world music is still emerging in China, with only 3,000 tickets sold for the music festival, which has a capacity of 6,000.

"For those who love rock music, a world music festival might be new. But the first year we did Snow Mountain Music Festival, we didn't know what the feedback would be. I want to give it a try," he says.

IF YOU GO

Oct 26 and 27. World Heritage Park of Lijiang, 2 km from the Old Town of Lijiang, Yunnan province. 400-610-3721.

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