The launching ceremony Photo: Courtesy of Perfect World

Culture is in and cultural design is very in. A new design contest hosted by Beijing's Dongcheng Bureau of Culture and Tourism and Perfect World Investment & Holding Group aims to discover young promising designs by college students and turn these designs into a reality. 

"Creative ideas, especially from these young people, are the key to making traditional Chinese culture popular and alive," Wang Yuyun, SVP & spokesperson of Perfect World, told the Global Times. 

"The cultural self-confidence that comes naturally from young people is the best source of creativity."

The ongoing contest includes four parts featuring Beijing landmarks like The Temple of Heaven, City Wall of The Ming Dynasty and star collections from The National Art Museum of China and National Museum of China, according to the Dongcheng Bureau of Culture and Tourism.

In Wang's eyes, the best designs will not only need to meet criteria like creative expression and design aesthetics, but also can pass the test of the market, which means that they can be made into real products used and judged by consumers. 

Besides this, hot green topics like carbon emissions and carbon peaks have been introduced to inspire these young talents to seek possible solutions in daily life. 

The final results will be unveiled in December.