BEIJING, Dec. 29 (Xinhua) -- As China's economy has continued its double-digit growth, entrepreneurs are beginning to ask if the country's rich cultural heritage backed by 5,000 years of history would be translated into products of universal appeal?

    The aspiration was reinforced by the growing popularity of Chinese language studies, award-wining Chinese movies, artists rising to international acclaim and closer exchanges with cultural circles abroad.

    The government has embarked on a massive drive to popularize the language. China has announced plans to set up 100 Confucius Institutes around the world to help foreigners learn the official language, Mandarin, and Chinese culture.

    To those who admire Chinese culture, a firm grasp of the language is the key to its understanding.

    The Ministry of Education says 40 million people are learning Chinese the world over, but predicts the figure will hit 100 million by 2010. In China alone, the number of foreigners studying Mandarin has grown from 36,000 ten years ago to 110,000 this year.

    With cultural glamor and language popularity, a nation can gain prestige and consolidate its position as a global player, says Xu Lin, head of the National Office for Teaching Chinese as a Foreign Language.

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