Last year, Vicencio also co-produced, co-directed and starred in the Hong Kong run of Musical Moments, a compilation of well-known Western musical classics.

Robert Vicencio hopes to help Chinese audiences better understand Western musical classics, such as Miss Saigon. (file photo: China Daily)

"We hope to bring this show to Shanghai, either at the end of this year or next year, which will display a deeper insight into musical theater for the Shanghai locals," says Vicencio.

But Vicencio's ideas for modern musical theater go beyond Western classics. The artist also wants to integrate Chinese culture into Western productions.

"One of my goals is to produce and write the first martial arts musical, hopefully producing it completely in China - with Chinese talents and skills, but marketed for the West," says Vicencio. "I have a few possible stories, which I am now developing."

Shanghai audiences were first introduced to full-scale Western musical productions in 2002, when the world's longest-running musical Les Miserables came to town. After a successful three-week engagement, other popular Western musicals began showing in Shanghai and Beijing, all of which received a warm reception.

"With these great shows coming into town, there is definitely a great and positive impact," says Vicencio. "More musicals mean more exposure, which can only generate more appreciation and anticipation for musical theater to come."

This November, a Chinese-language version of Les Miserables will premiere at Beijing's new National Theater. The production is a collaboration between the China Arts & Entertainment Group and Western production company Cameron Mackintosh Limited.

The joint venture provides a long-term plan to produce Chinese-version Western musicals, to run in Shanghai, Beijing, and other cities across China.

"I have always said that Shanghai will be the next West End, or Broadway," says Vicencio. "I truly believe it will (become that), perhaps even bigger and greater than its counterparts. I look forward to the day and am glad that I will have the privilege of being here as it happens."