A Chinese company that is promoting equestrian competitions in China is cooperating with events in the United Kingdom associated with British aristocracy and the royal family.

EquexChina, an equestrian consultancy and events management firm founded in Shanghai in 2012, has worked with some of the top equestrian events in the UK. The company has also established connections with some members of the British royal family.

Linda Lee, founder of EquexChina, said she believes equestrian disciplines represent sportsmanship at its most elegant and capture the passion for adventure, which is inherently ingrained in British aristocracy.

"I find equestrian sports so elegant and graceful. For example, the riders in many equestrian events wear suits, ties and top hats and everything is done in such a proper manner," Lee said.

In May 2014, EquexChina set up a traditional Inner Mongolian inspired tent at the Royal Windsor Horse Show, an event that takes place next to Windsor Castle, the country residence of the queen.

In August 2013 and 2014, EquexChina participated in the Festival of British Eventing at Gatcombe Park, the family home of The Princess Royal. The festival is a significant date in the British eventing calendar and incorporates the British Open, intermediate and novice championships.

As a part of the company's involvement in the festival in 2014, Lee presented prizes to winners of the advanced class alongside Princess Anne. EquexChina also set up a tent at the festival to showcase China's horse culture.

Lee said opportunities to engage with members of the British royal family were a great privilege and an invaluable meeting of two different cultures.

"The love of horses and all things equestrian are bound by a common language and I believe that the world is beginning to understand about China's long history and passion for horses," she said.

Lee said the mutual ground helped her team to introduce China's horse culture to the British audience, to facilitate cultural exchanges.

"The horse culture in China grew from Inner Mongolia, where horses play an important part in local life. Riding is great entertainment and a pleasure of life there, and features in many elements of the Chinese culture like literature and art," she said.

Equestrianism in Britain is more disciplined and is a competitive sport as well as a leisure activity. Lee said she was trying to introduce this concept to China.

EquexChina organized the Shanghai International Horse Festival, first in 2013 and for the second time in 2014.

Last year, the three-day event attracted 20,000 to 30,000 spectators and involved about 10 internationally famous riders. It also hosted horse culture exhibitions and performances.