Cartoonist Tsai Chih-chung's unorthodox journey

[Photo provided to China Daily]

Speaking of animation films, Tsai believes the plot and emotions comprise the core of such movies.

"If the storytelling and choice of topic are poor, everything will be in vain even if advanced technology is used."

As for how he sees his new mainland career, Tsai says his knowledge of physics tells him that there is a formula for each industry and the cultural sector is no exception.

"If people with great ideas want to be successful in the cultural sector, they need to cooperate with someone who can turn their ideas into products. And, they have to find a person who can use the products to make money."

He does not see the point of staying away from market.

But, he says: "Anyone who survives on catering to public tastes is doomed to fail at some point. So, it is always better to educate the public about better things by giving them something unprecedented."

In August, Tsai will hold a cartoon exhibition in Beijing, inspired by dozens of Robin Hood-like characters from the 14th-century Chinese classic Shui Hu Zhuan (Outlaws of the Marsh).

He also plans to produce a series of souvenirs, including umbrellas, cups and poker cards, to mark the exhibition, which he expects will sell well.

"When it comes to animation, people are used to Walt Disney and Japanese works, as Chinese cartoonists cannot always match them.

"If we can create something equally good, people will buy," he says.