The image of Grandpa Confucius represents Quzhou's urban brand as the Home of Southern Confucianism. [Photo/zj.zjol.com.cn]

The Zhejiang Provincial Department of Culture and Tourism recently released its first list of exemplary intellectual property – or IP items -- in the fields of culture and tourism, as part of a broader effort to expand the integrated development of the sectors in the province in East China.

On the list were 15 IPs, namely "Liangzhu Culture", "Red Boat on Nanhu Lake", "Tanghe River Nighttime Show", "The Romance Of The Song Dynasty", "Quiet City of Ninghai", "Grandpa Confucius", "Jinyun Baked Roll", "Cloudy Blue", "Maritime Ancient City", "Taihu Lake Longemont Paradise", "Hengdian World Studios", "Follow Chinese Textbook to Tour Shaoxing", "Hehe Tiantai", "Nanxun Ancient Town", and "Shenxianju".

Among the 15, the image Grandpa Confucius reportedly represents the urban brand of the Home of Southern Confucianism in Quzhou city in Zhejiang province.

Grandpa Confucius is a cartoon image imitating the great Chinese philosopher Confucius (551-479 BC).

It was designed by a local artist and serves as the cultural icon for Quzhou, which is often referred to as the Home of Southern Confucianism.

At the beginning of the Southern Song Dynasty, the descendants of Confucius moved to Quzhou and have since been promoting the values of Confucius, generation after generation.