BEIJING, June 14 -- Tingting Jiejie (Sister Tingting), a music label which composes Chinese poetry into music and sings them to children, has announced a 50 million yuan (7.8 million U.S. dollars) series A funding earlier this month, after obtaining 22 million yuan from angel investors last year.

Tingting Jiejie is just one of a burgeoning cohort of new media start-ups that have found success as Chinese are more willing to pay for content due to rising incomes and popularity of mobile payments.

With over 300 million plays and 200,000 paid subscribers, the founder, Hu Tingting, started her career by singing a poem of legendary Chinese poet Li Bai, to lull her son to sleep three years ago. Her recording was well-received at Ximalaya FM, an audio sharing site. The business-savvy mom saw a new market.

Chinese traditional culture, including poetry, literature classics and idioms, is an integral part of Chinese education and has been passed on for generations. With wealthy parents eager to pay for their children's education, new entrepreneurs are now using traditional Chinese culture as a way to break into the market.

To build her brand, Hu has incorporated over 150 poems with musical elements such as Peking Opera, Huangmei Opera and Spanish Flamenco. Two audio programs have been developed to help children learn the literary masterpieces.

"The demand to learn poetry is very strong," said Hu. "It has huge market potential."

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