"A TV series, program or even a short video could be a window to understand a country," said Li Liyan, minister counselor for cultural affairs at China's embassy in the UK.

Li said he was pleased to learn that co-productions between China and international partners are thriving in recent years, with documentaries such as Tales from Modern China, China's Greatest Treasures and In the Footsteps of Marco Polo acting as a bridge to foster cultural exchanges and mutual learning between civilizations.

Looking ahead to strengthening the partnership, Li suggested further efforts in technology sharing, co-productions, and talent development.

"We hope that a true, multi-dimensional and panoramic view of China could be better presented through co-productions, copyright partnerships and talent exchanging," he said.

Lucy Smith, director of MIP London, said the market is "only truly global" with strong presence from China's creative sector, and she sees vast opportunities for collaboration with China, as the sole aim of this marketplace is to welcome more international TV executives for greater business opportunities.