The Inner Mongolia Art Theater thrills audiences at home and abroad with ethnic dancing and singing, Peking Opera, chorus and acrobatics performances.[Photo provided to China Daily]

"On that afternoon, when we visited the stadium, it seemed almost deserted, but by evening, it was full of people. I was surprised to see how good their marketing was.

"There were few local viewers. Many members of the audience flew to the game in their private jets from all over the world," he says.

"We have given so many performances and judging from the 'bravos' we received, we should try to sell our performances better," he says.

Citing the example of an acrobatics show by the theater which features five girls on unicycles with bowls on top of their heads, he says the act has won top international awards.

Although the government has given financial support, "we still want to have a try in the market, like Shaolin kung fu", Uljit says.