Besides being aired on major Chinese mobile audio sharing platforms, Hu's video programs are also broadcast on nine Chinese TV stations. Three foreign TV channels also bought her programs. Across the country, over 10,000 kindergartens have also adopted them as teaching materials.

"Thanks to mobile internet technologies, assimilating Chinese classics is more interactive. We hope this can help promote our culture around the world," Hu added.

Hu is not an isolated example of successful cultural startups. Kaishu Jianggushi (Uncle Kai Telling Stories), another children's stories content provider, has also raised about 250 million yuan from investors in just one year.

According to a report released by consulting firm iResearch in March, the value of China's pay-for-knowledge market is about 4.9 billion yuan in 2017 and is predicted to top 23.5 billion yuan by 2020.

"Content startups are no longer limited to the elites. It is encouraging to see more people explore the market of traditional cultures," said Zhao Zizhong, dean of the New Media Institute with Communication University of China.

Meanwhile, Zhao warned entrepreneurs not to distort the classics when educating children.

For Wang Peiyu, a Peking Opera actress, commercialization is an approach to bring the classic art form to the mass market.

Wang started to tell stories on Ximalaya FM in September 2016 and has accumulated 1.68 million plays.

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