Ma says: "When a colleague sent me a photo of his words, I was profoundly moved. It is a great honor that some passengers think of me when they are flying with China Southern Airlines."

On social networking platform Sina Weibo, people expressed their admiration for Ma and their wish to hear his poetic broadcasts on his flights.

"There is a great enthusiasm for poetry. Actually, many Chinese people have a special feeling for it," said Ma, who attributes his popularity to people's love for traditional Chinese culture.

Reciting poetry has become part of the everyday life of his family. Like the father, Ma's daughters, aged 6 and 9, are also fond of poetry and traditional Chinese culture.

During this year's poetry show, Ma's wife and daughters also participated in the recording of the program, getting on the stage and showing support as he battled against other competitors.

"Chinese classical poetry and traditional culture have brought me a wonderful experience. I hope my children can feel the same way," says Ma.

Contact the writer at zhangxiaomin@chinadaily.com.cn