"Shakespeare is one of the world's greatest cultural icons. Even today, 400 years after his death, his works continue to thrill audiences not just here in China but all across the globe",said Barbara Woodward CMG OBE, the British ambassador to China. [Photo provided to chinadaily.com.cn]

2016 marks 400 years since the death of William Shakespeare. The British Council and the GREAT Britain campaign launched the Shakespeare Lives program to celebrate the works and influence of the world's most performed playwright. It is a global campaign and China will be a vital part of it.

The program was launched on Thursday at Beijing's National Center for the Performing Arts, where the Royal Shakespeare Company will perform in February. The whole program will run through December.

Since his earliest plays Shakespeare has inspired entire generations - world leaders, writers, film makers, artists, composers and performers-who have all turned to the Bard of Avon to reflect their own lives and times.