Fully Showcasing Achievements in the Safeguarding of Intangible Cultural Heritage
2019 BMW China Culture Journey Intangible Cultural Heritage Exhibition Opens in Beijing

(November 14th, Beijing) The 2019 BMW China Culture Journey Intangible Cultural Heritage Exhibition, held in collaboration with the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding (the “Innovation Center”) and BMW Brilliance Automotive Ltd., opened today at the 798 Art Center in Beijing. The Exhibition, which fully showcases the social achievements developed by the Innovation Center, well illustrates the innovation and transformation of intangible cultural heritage achieved since the program was upgraded in 2016. During the opening ceremony of the Exhibition it was revealed that the BMW China Culture Journey Tour Guide in Hainan is now available, highlighting the cultural sites visited on this year’s Tour. Illustrating some of the benefits of the program, it was also shared that five intangible cultural heritage inheritors from Hainan had completed their advanced training at Tsinghua University’s Academy of Arts & Design and have already started producing marketable products under the guidance of academy professors.

“Guided by the principle of ‘teaching a man how to fish rather than giving him a fish’, the Innovation Center has come a long way over the past three years since its co-founding by BMW and Tsinghua University’s Academy of Arts and Design. We are proud of the pioneering, industry-leading and outstanding contribution made by the Innovation Center in the training of inheritors and the safeguarding of intangible cultural heritage,” said Dr. Johann Wieland, President and CEO of BMW Brilliance Automotive Ltd. “The exploration and achievements of the Innovation Center well interpret BMW’s strategic corporate social responsibility, creating “shared value” by the means of an enabling model. Since the launch of the BMW China Culture Journey program, we have always been committed to building bridges to connect stakeholders and local society by exercising our strong brand influence.”

The 2019 BMW China Culture Journey Intangible Cultural Heritage Exhibition, which opens free to the public from November 14th to 16th features the work of 17 intangible cultural heritage inheritors, all of whom were trained at the Innovation Center. In total, almost 250 creative products are currently on display at the Exhibition, all designed and developed with the concept of “intangible cultural heritage into modern life”, including Blue Calico, Xiang Embroidery and Yi Clothing.

The BMW 7 Series Halo Edition was also displayed at the exhibition. The model is the result of 12-months of R&D collaboration between BMW and the design team of Tsinghua University’s Academy of Arts and Design led by its dean, Prof. Lu Xiaobo. Premiering at the Chengdu Motor Show 2019, this event signaled the Beijing debut of the BMW 7 Series Halo Edition, which is characterized by the slogan “Oriental aesthetics, Elegance Accessible only in Harmony, Pursuit of Perfection”. Following luxurious application of traditional Chinese aesthetics, the flagship Halo Edition combines BMW’s century-old craftsmanship with symbolic elements of traditional Chinese culture. The combination of Chinese cultural symbolic elements including the dragon jade pattern, Craig blue glaze porcelain, white jade, and Acronychia Pedunculata, combined with the skills of traditional craftsmanship such as embroidery, Chinese lacquer and mother-of-pearl inlay, redefine BMW’s concept of modern luxury.

The new BMW 7 Series Halo Edition is the best case in point for the seamless fusion of East and West, uniquely illustrating BMW’s respect for Chinese culture. As noted by Prof. Lu Xiaobo, “Rather than repeat the past, we seek harmony and consistency with creative thinking by fusing tradition with modernity, fusing the East with the West, fusing art with science and fusing art itself in various forms.” While driving “intangible cultural heritage into modern life” with creative thinking, this car also impressively demonstrates BMW’s corporate social responsibility concept of “creating shared value” together with stakeholders throughout the product development process.

Based on the successful partnership between BMW and Tsinghua University’s Academy of Arts and Design over the past three years, the Innovation Center was upgraded this year. Five intangible cultural heritage inheritors were selected during the 2019 BMW China Culture Journey visit to Hainan, all of whom have now completed their training at the Innovation Center. Mentored by professors from Tsinghua University’s Academy of Arts and Design, these inheritors will co-design and develop marketable creative intangible cultural heritage products, with these due to be exhibited in March 2020. The upgraded Innovation Center model, which incorporates the dynamic integration of Research Development, Art Design and Industry, helps promote the creative transformation and development of intangible cultural heritage.

BMW China Culture Journey has also teamed up with the well-known travel website Mafengwo over the past four years to release intangible cultural heritage-themed tour guides, showcasing the areas of interest which BMW China Culture has visited. These tour guides help spread the message of “Intangible Cultural Heritage + Tourism”, raising awareness of China’s most fascinating aspects of culture. Following the release of tour guides for three destinations including Sichuan, Hunan and Yushu, the BMW China Culture Journey Tour Guide in Hainan has officially launched today.

Guided by the principle of “teaching a man how to fish rather than giving him a fish”, BMW and Tsinghua University’s Academy of Arts and Design co-founded the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding in 2016. The Innovation Center has trained almost 250 intangible cultural heritage inheritors over the past three years, while also holding seven exhibitions and four seminars during the same timeframe.

For thirteen consecutive years, BMW China Culture Journey has proactively explored innovative approaches to intangible cultural heritage safeguarding, significantly bridging stakeholders with local society through an “enabling model” while creating shared value for inheritors, local governments and consumers, ultimately contributing to Chinese society and intangible cultural heritage safeguarding.