Western Beijing may well be on the way to become another hub for musicals, like the West End.

"Zhongguancun Street is obviously the most suitable place for musicals", Zhou Yingchen, director of Ethnic Music and Musical Research Center with Peking University said on the launch of the month-long Zhongguancun International Musical Festival on Friday. She's also the director of the festival.

"This is the place with the most vibrant creativity. This is the place where musical talents and intellectual elites gather," Zhou said.

The street in western Beijing's Haidian district connects more than ten venues fit for musical performances and a handful of the country's most prestigious universities.

"We see a great future in performing arts here," Niu Aizhong, deputy publicity director of Haidian District said at the ZIMF launch.

"Along with technology, it will be the other pillar that sustains the district's growth."

The festival has brought together experts and artistic troupes in the industry for discussions as well as shows that will run through to the end of September in various arenas on the Zhonguancun Street.

The opening performance, Cinnamon Girl, a story about an orphan's search for home will be on stage in Renmin University's Rulun Lecture Hall until August 18th.

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