Ali the red fox is a cartoon character created by Xu Han. [Photo provided to China Daily]

But the animation and cartoon industry in China lags behind its counterparts in the West and in Japan, which has produced many comic books that have influenced countless Chinese cartoonists and aficionados of comics, he says.

Even if many Chinese cartoonists can gain exposure for their works through the internet and the mobile web, he says, building up an image for a cartoon character is difficult.

Even for someone as successful as Xu the way ahead is not at all clear.

"I won't continue to publish picture books of Ali," he says. "Perhaps I will draw books for children. Right now I'm 100 percent devoted to making this movie."