Promotes Development of Liaoning's Culture and Tourism Industry
through Innovative Approaches
2020 BMW China Culture Journey’s Visit in Liaoning Kicks off

• Select intangible cultural heritage inheritors from Liaoning Province to co-design creative products in the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding.
• Collaborate with Alibaba Foundation’s Model Mother Program to enable female intangible cultural heritage inheritors with e-commerce skills and realize closed-loop supply chain from design to consumption.
• Collaborate with Mafengwo to release BMW China Culture Journey Tour Guides - Liaoning Intangible Culture Heritage Tour Guide.
• Promote intangible cultural heritage products on Taobao's Live Streaming Platform.

Today, the 2020 BMW China Culture Journey themed “Trace the Root of Liaohai Culture, a Spiritual Homeland of Continuity and Preciousness” kicks off in Liaoning Province. The BMW China Culture Journey fleet consisted of national media, experts, scholars and others will experience in-depth tangible and intangible cultural heritages in Liaoning in the following four days. Launched in 2007, BMW China Culture Journey has now arrived in Liaoning to contribute to the local development of the culture and tourism industry with innovative approaches.

During the 2020 BMW China Culture Journey’s Liaoning Tour Kickoff Ceremony, Mr.Li Songlin, Member of the Standing Committee of Shenyang Municipal Committee, Vice Mayor of Shenyang, said: “As an important part of BMW's sustainable development strategy, BMW China Culture Journey has made exciting achievements in exploring, safeguarding and promoting intangible cultural heritage. This is not only in line with the modern concept of "shared development", but also reflects the traditional wisdom of ‘teaching a man how to fish rather than giving him a fish’. Like BMW, the Shenyang municipal government also attaches great importance to cultural development, especially the inheritance and protection of intangible cultural heritage. I believe that BMW China Culture Journey’s Visit in Liaoning and Shenyang will inject new life into Shenyang’s intangible cultural heritage exploration and cultural tourism development.”

Dr. Johann Wieland, President and CEO, BMW Brilliance Automotive Ltd., said: Liaoning Province is hometown to BMW Brilliance. Since its establishment 17 years ago, we have made positive contributions not only to promoting high-quality economic development in Liaoning province, but also achieving joint development of the economy, environment and society through our sustainable development and Corporate Social Responsibility (CSR) Strategy. BMW China Culture Journey has long been committed to protecting, inheriting and promoting Chinese traditional culture with innovative thinking. Under the impact of the epidemic, Liaoning was selected as the destination for 2020 BMW China Culture Journey to promote the development of Liaoning's culture and tourism industry through innovative approaches.

Based on the philosophy of protecting traditional Chinese culture and enhancing cultural confidence, BMW China Culture Journey is visiting three representative cultures in Liaoning. The tour includes a visit to the Shenyang Palace Museum, Manchu Paper-cut Art in Mount Yiwulv, and other representative Manchu cultural heritage sites. The ancestors who for generations lived along the Liaohe River has created the distinctive Liaohekou culture. The Craft of Shipbuilding in Erjiegou, Folk Tales of Ancient Fishing Geese and other intangible cultural heritage items that have been passed down for thousands of years are all cultural treasures of Liaoning. In addition, Hongshan Culture - the root of Chinese culture, the origin of Chinese religion and the ancestor of Chinese civilization, is a key point during this journey.

During this tour, BMW China Culture Journey is selecting intangible cultural heritage projects with huge market potential and inheritors from Liaoning to go to the upgraded Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding. Under one-to-one guidance of professors from Tsinghua University’s Academy of Arts and Design, selected inheritors will produce intangible cultural heritage-based cultural and creative products with Liaoning characteristics.

To further enable intangible cultural heritage inheritors to construct a closed-loop supply chain from design to consumption, the 2020 BMW China Culture Journey announces its collaboration with Alibaba Foundation’s Model Mother program to launch the “Enabling Female Intangible Cultural Heritage Inheritors” program that aims to enable female inheritors with e-commerce skills. The first training session that will help inheritors to expand online sales channels and stimulate greater employment through e-commerce is planned for 2020.

The 2020 BMW China Culture Journey, integrating experiences from this in-depth Liaoning tour, continues collaboration with Mafengwo to release BMW China Culture Journey Tour Guides–Liaoning Intangible Culture Heritage Tour Guide. The guide promotes Liaoning’s intangible cultural heritages and inheritors using multimedia to appeal to a younger market.

During the journey, a promotion of intangible cultural heritage will be held on Taobao Live, an e-commerce live streaming platform.

Liaoning Province is home to BMW Brilliance. Over the past 17 years, BMW Brilliance has played a forerunner role in improving the high-quality development of Liaoning’s manufacturing industry and contributing to the comprehensive Revitalization of the Northeast China Industrial Base. Since 2006, BMW Brilliance has been the biggest taxpayer in Shenyang for 15 consecutive years and the biggest taxpayer in Liaoning province for 4 consecutive years. At the same time, BMW Brilliance has also created nearly 20,000 jobs in Shenyang.

Meanwhile, BMW is committed to contributing to the society of Liaoning and maintaining strong connections with the local community. In 2016, the first fixed BMW Children’s Traffic Safety Experience Center was established in Shenyang, providing road safety education to local children. Since 2017, BMW JOY Home has held BMW JOY Home Football Tournament Summer Camp in Shenyang every year for left-behind children. BMW Brilliance’s Tiexi Plant, ranked National AAAA Level Tourist Attraction, is becoming a new highlight for Shenyang industrial tourism. During the beginning of this year, BMW China and BMW Brilliance have made four donations, of which 5 million Yuan was to support Shenyang’s Anti-Novel Coronavirus Pneumonia Battle.

To understand more about the history of Liaohai Area and the Intangible Cultural Heritages that the fleet will experience throughout the Journey, please follow BMW Corporate Social Responsibility’s WeChat account.