Now that they are part of an official pact, the festivals are growing quickly. Compared to the Shenzhen event in 2008, they cover more cities and last almost a year. They are becoming a significant brand and platform for cultural exchange between China and Africa.

More and more people from different walks of life are getting involved in the program. Ministries, local cultural bureaus, enterprises, non-governmental institutions, research centers, art troupes and mass media all take part. 2012 marks the Beninese Embassy's addition to this list, with its plans to hold performances.

"Cultures in Focus" events give spectators solid background on cultures they may be unfamiliar with, and also a chance for further understanding. As part of this year's event, many African artists, officials and scholars are coming to China. The Chinese also see their arrival as a good opportunity to showcase the country's development.

"The cities involved in activities include not only those in relatively rich easte China but also the developing cities in central and western parts of the country," explains Zhao. "It's a way for African visitors to get the whole picture of China's development."