The Shanghai Comics and Animation Festival, was that city's most popular attraction for youngsters during the China National Day Holiday.

The Shanghai Comics and Animation Festival, was that city's most popular attraction for youngsters during the China National Day Holiday.

There was a cosplay competition every day during the festival. Cosplay is a term that originated in Japan but is based on the English words "costume play." Essentially it's play-acting in costumes. Favorite images were characters from Japanese and American cartoons. Chinese animated characters were notably absent.

If a cartoon is popular, youngsters will perform cosplay immediately on new productions. Some were asked why they won't adapt Chinese animations, for cosplay. The players say it is all about the idea.

A festival goer said, "Japanese cartoon's painting style and production are much more exquisite."

"The characters in Chinese animation are much less impressive than Japan's."

China's animation industry tends to choose kids and teens as its target audience. Statistics show that China has 50 million animation fans. Over 70 percent are above the age of 16. That is cited as one likely reason why Chinese animation has failed to capture the audience.

In countries where animation has matured, productions are divided into four categories based on age groups. Thus, in those countries, there is animation to fit audiences of all ages.

(CCTV October 7, 2008)