"Archaeologists used to fully focus on their research and academic papers behind closed doors, but now they have to care about how to explain their findings to a wider public," Wang said."I don't think it's an extra burden because it's meaningful to let their less-known research influence tens of millions of people beyond academia.

"And archaeological excavations are supported by taxpayers, so it's also our duty to brief our 'shareholders' about our work," said Wang.

Thanks to the booming interest in archaeology, Chinese public are not satisfied with just being bystanders before screens. In December, Henan Museum released a toy－"mystery box of archaeology"－through its online stores, enabling numerous "amateur archaeologists" to feel the joy of excavation at home.

About 600 such boxes were available every day initially, but were sold out within minutes, becoming one of the most popular museum souvenirs in China recently. Ma told China Daily that more than 130,000 mystery boxes had been sold by Wednesday, precisely three months after its release, for a total sales revenue of 11 million yuan ($1.7 million).

"People can experience the pleasure of archaeological discoveries and learn culture," Ma said. "It shows that traditional elements can be explored in an easily understandable manner."

He Yun'ao, an archaeology professor at Nanjing University and another member of the 13th National Committee of the CPPCC, said creatives are just one facet of the booming traditional culture in daily life.

"After decades of reform and opening-up, China has entered an era when traditional culture naturally gets revitalized, especially after the 18th National Congress of the Communist Party of China," He said.

"Following globalization on a deeper level, Chinese people now want to find their location in the world's stage beyond economic status, and the best way is to look back on our outstanding and unique culture," said He. "The new programs and products are a reflection of that trend."