On April 15, 2006, the Culture Weekend project was launched in Dongguan, aimed to develop culture as an industry. In 2007, this project was expanded to include performance, newspaper, magazine, youth choir, training center, 100 caravans, a seminar, a cultural center and a club. During the past few years, more than 200 performances have been held with a total of more than 200,000 people attending. Owing to its popularity, the model has expanded to other parts of the Pearl River Delta. In 2009, the project was awarded the Third Innovation Award from the Ministry of Culture for its concept, content and operation model.