The fact that the producers gave a SUBTITLE (Legend of Beauty) to the first 40-episode series should have been a dead giveaway that there would be more productions to come.
Since the first series focused on "love" (and crap), the second, upcoming series (Tian Shi Zhong Kui 2) should have a different focus.
Nonetheless, it should be fairly obvious that this series copies the Lotus Lantern Trilogy (which retells Chinese mythology from the viewpoint of Yang Jian (Er Lang Shen)) by incorporating all of the different myths and characters from Chinese mythology and sticking the King of Ghosts, Zhong Kui, in the center of it all.
That and the superb production values are what make this series worth watching. Despite the fact that it is indeed draggy (some of these stories could be told in half the number of episodes). The second series should be better and won't focus so much on "romantic" crap. There's still a HELL of a lot of Chinese myth and mythological figures they can incorporate into the stories.