Senior Communist Party of China (CPC) official Li Changchun called for deepening reform of cultural system while attending the 3rd session of the China (Shenzhen) International Cultural Industry Fair (ICIF) on Saturday.

Li, a member of the Standing Committee of the Political Bureau of the CPC Central Committee, said that ICIF as a product of cultural reform, has boosted domestic cultural industry in International trade.

"ICIF should become a platform to test and boost our cultural industry, promote Chinese culture and enhance cultural exchange with foreign countries," Li said.

When visiting the industry garden of original design, Li underlined cultural innovation. "We should create more cultural brands with property right," he said.

The 3rd session of the China (Shenzhen) International Cultural Industry Fair kicked off on Thursday with more than 1,600 participating Chinese and foreign enterprises.