Gary Chaw, 35, explains that his young daughter actually loves to watch the cartoon series at home and has learned about Chinese culture while watching the series, a reason why he accepted the spokesman's job for the movie.

The Taiwan-based star, who was sent to study in Canada at 9 and then pursued advanced studies in New Zealand, says he grew up with cartoon productions made by Western countries.

Boonie Bears movies give him a chance to know Chinese history and culture, such as the origins of traditional festivals, Gary Chaw adds.

The animated film may be more ambitious than spreading culture.

According to its producers, Boonie Bears: To the Rescue, the first big screen adaptation of the 104-episode series aired by CCTV has attracted global attention by making entries in several international film festivals, such as Cannes and Berlin.

Boonie Bears: To the Rescue has chalked up a total of 250 million yuan in box-office revenue last year, making it the top in domestic-animation production and the third-highest among all cartoon movies, following Ice Age 4 and Kung Fu Panda 2.

Yu Chao, executive managing editor with LeTV.com, a major video-streaming site and producer of the Boonie Bears movies, says the updated technologies and new roles may take the series to a new height.

She adds that Chinese animators hope to surpass their Western peers in the future.

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