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The first business model seminar of "Chinese Original Animation" opened in Beijing on Oct. 28, 2009.

The famous caricature master Miu Yintang (middle) gives speeches during the seminar. The sculpture in the center is Tuyer, a main character in the animated film "Tuyer Legends."

The seminar aims to probe into a new business model for Chinese original animation in the trend of globalization and share the successful practices in the business model for "Happy Running," an original Chinese animated film that won an award at the "Huabiao Awards" — a top domestic award for Chinese films. It also highlights the great role government policies play in guiding the development of Chinese original animation.

The film "Happy Running" has been a big hit since its release. It tells of a legendary story that happens in a "vegetable kingdom," having characters based on a Chinese cabbage, a white gourd and an eggplant as its main roles.

"We pull from the culture of Chinese food when we animate and select vegetables as archetype images in order to encourage a healthy life attitude," said the director Sun Lijun. "We plan to develop a series of derivatives, such as a TV series, books and toys. Additionally, an agricultural sightseeing garden will be created to attract people to find the vegetables represented in the film, as well as enjoy the fun in eating vegetables for dinner."

Tangtang (left) & Duoduo, represented by a pumpkin and white gourd respectively, are two of the lovely main roles in "Happy Running."

Animation is a sunrise industry in China. It has been greatly supported by Beijing government in finance. "Happy Running" is one of the projects that are assisted by the Haidian Special Fund for Cultural Creative Industries.

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