Over the past decade the entertainment industry has rapidly developed, giving people more options to relax in their spare time. As a result, the popularity of stage performances, and opera in particular, has declined. There are a few reasons for this. One is that marketing for stage performances is underdeveloped, and the other is the flood of western operas and performances that have saturated the market in China since it joined the WTO.

The Peach Blossom Fan (1699), a new edition of an ancient Kun Opera by the Jiangsu Performing Arts Group in collaberation with artists from China, Japan and Korea, was performed at the Beijing Poly Theater on March 17th last year. In October, The Peach Blossom Fan (1699) received rave reviews after showing in Korea.

Why is The Peach Blossom Fan (1699) so successful? Because the sponsors of the opera have focused on building brand establishment and sustaining long term development through making it more fashionable, more mainstream, and more global.

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