With the theme of "The Internet links the world, innovation leads the future", the 6th China International Digital Content Expo opened at the Beijing Exhibition Center on Thursday.

A customer at the Sina.com Booth, a famous portal website.

Regarded as a weather vane of China's digital culture industry, the four-day showcase unveils the latest products of more than a hundred Internet companies from China and abroad.

This year's Expo also featured that strange spin-off from cartoons, fantasy and role playing games called Cosplay. Hugely popular across Asia, Cosplay is just another word for dressing up. The exotically dressed cosplayers attracted a constant crowd of onlookers and photographers.

One of the highlights of this year's Expo is a software package that allows youngsters to create their own cartoons and animations. “Making cartoons can sharpen kids' powers of observation and encourage teamwork. Ten Beijing schools have already said they want to work with us to set up animation and cartoon studios," said Bo Tao, deputy general manager of the company that developed the software.

An awards ceremony on Thursday paid tribute to the achievements of the domestic Internet industry. Companies such as tencent.com, sina.com.cn and ifeng.com shared a series of awards covering areas such as online news coverage, recreation, education, public welfare, and brand identity.

Visitors can also take part in forums on mobile phone culture, vote online for the Expo mascot, and attend an Internet literature festival. Those who fancy their chances of joining the industry can go to the internet talents exchange where they can talk directly to potential employers.

The annual International Digital Content Expo is sponsored by the Ministry of Culture. Last years Expos attracted 220 exhibitors, more than 120,000 visitors and grossed over 250 million yuan (US$35.7 million).