2017BMW China Culture Journey’s Visit in Hunan
The series events of 2017 BMW China Culture Journey officially kicked off with an intangible cultural heritage visit in Hunan, featuring “Explore Mysterious Hunan, a Spiritual Homeland of Vigor and Vitality”. The intangible cultural heritage visits in Hunan took place from July 26 to August 4, during which two groups of members comprising journalists, intangible cultural heritage experts, cultural experts, designers and entrepreneurs visited intangible cultural heritage items in 11 municipalities and prefectures across Hunan Province. The South Route, with a focus on traditional craftsmanship, arts and drama, visited intangible cultural heritage items such as Hunan embroidery, Liling Underglazed Five-Color Porcelain, and Kun Opera, whilst the North Route, with a focus on folk customs, vocal art forms and traditional music, visited intangible cultural heritage items including the Dragon Boat Festival celebration on Miluo River, Yu-Drum, and the Miao Minority’s Folk Song.
Guided by BMW’s strategic corporate social responsibility, 2017 BMW China Culture Journey has successfully achieved the goals of the intangible cultural heritage visit in Hunan through a series of innovative initiatives as follows:
Firstly, ten inheritors with innovation needs and potential are selected, and were sent to the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding for research and design training.
Secondly, the Intangible Cultural Heritage Crossover Incubation Program has been launched, which invites Intangible Cultural Heritage Crossover Creative Ambassadors from different specialisms to collaborate with intangible cultural heritage inheritors to create works inspired by intangible cultural heritage items. Works created under this program were displayed at the “BMW China Culture Journey Intangible Cultural Heritage Festival” which was held in Beijing in November to integrate intangible cultural heritage into modern life.
Through the Program, with the innovative model of “Intangible Cultural Heritage Inheritors + Intangible Cultural Heritage Crossover Creative Ambassadors”, 2017 BMW China Culture Journey fuel intangible cultural heritage crossover innovations in fields including music, fashion, gourmet and handicrafts as follows:
Intangible Cultural Heritage Music: invite the pop music singer Summer (Jike Junyi), together with inheritors of intangible cultural heritage items in traditional music, to produce the non-profit intangible cultural heritage song;
Intangible Cultural Heritage Fashion: invite designer SaraYun, together with inheritors of traditional art items and traditional craftsmanship items, to produce a collection of Chinese cultural elements and trendy apparel inspired by intangible cultural heritage;
Intangible Cultural Heritage Gourmet: invite culinary expert Heymy to integrate traditional food of Hunan province into modern dishes, creating “a bite of intangible cultural heritage”;
Intangible Cultural Heritage Handicrafts: invite designer Gao Yiqiang and volunteers from BMW car owners, together with around 10 inheritors of traditional craftsmanship items, to design and produce creative and practical intangible cultural heritage handicrafts which feature Chinese cultural elements.
Thirdly, following the great success of the “BMW China Culture Journey Sichuan Intangible Cultural Heritage Tour Guide” in 2016, BMW China Culture Journey in collaboration with Mafengwo, launch the “BMW China Culture Journey Hunan Intangible Cultural Heritage Tour Guide” in 2017, to promote the intangible cultural heritage items of Hunan and encourage young people to understand and experience the charm of intangible cultural heritage items up-close.