An art fair featuring urban culture and popular art will be launched in May in Chengdu, Sichuan province, in an effort to meet the artistic demand of the younger generation who grew up under the influence of popular culture.

UniUltraUrban Art Fair or U3 Art Fair will be held in Chengdu's central park with works from more than 150 galleries and popular culture brands.

"The art fair is expected to attract as many young people as possible, just like a big art party mixed with popular culture," said Zhang Yiwan, a co-partner of Young Talent Media and organizer of the art event.

Zhang introduced that urban art featuring popular motifs from pop culture was embraced warmly in China from 2018. It's also a trend in the international art field represented by artists like Kaws and Takashi Murakami. Urban artists are always working with street arts, pop arts and designed toys.

Although Beijing and Shanghai are regarded as center of China's urban art, the art fair will be launched in Chengdu where life pace is much more slower than the former two cities. Chengdu is known for its pandas and hotpots.

"Chengdu has a huge potential in urban art. Young people here are willing to spend on subcultures," says Zhang.

The art fair will feature animation, internet and designed toys and also the art lovers themselves.

"Urban culture is a kind of lifestyle of the younger generation. And we hope the art fair can suit with their lifestyle," Zhang added.