Be Responsible, Embrace Shared Beauty
BMW Steps Up Corporate Social Responsibility Strategy with Grand Canal Cultural Protection Project Launch

On April 2nd, the “Grand Canal 2024: International Tourism Campaign Launch” took place in Wuxi, hosted by the Network of International Culturalink Entities, Jiangsu Provincial Department of Culture and Tourism, and Wuxi Municipal People's Government. In partnership with the Network of International Culturalink Entities and the China Education Development Foundation, BMW China unveiled the “BMW China Culture Journey — Grand Canal Cultural Protection and Education Public Welfare Project”, affirming BMW's long-term commitment to the preservation, promotion, and education of the Grand Canal culture. This initiative, coinciding with BMW’s 30th anniversary in China, is a testament to deepening the company’s “At Home in China” CSR principle and a pledge to create shared value for Chinese society.

Be Responsible, Foster A Beautiful Homeland Built on “Harmony”

Celebrating a decade since the Grand Canal's recognition as a World Heritage site, this “living heritage” and “flowing culture” is the crystallization of Chinese people’s ancient wisdom and a collective memory — a treasure trove of both tangible and intangible cultural heritage for all humanity.

The “BMW China Culture Journey”, which was first launched 18 years ago, is set to support the preservation of both tangible and intangible cultural heritage of the Grand Canal, as well as the promotion and education of its culture. The project invites experts to amplify the Grand Canal’s cultural resonance as it explores cultural heritage along the canal, and sponsors intangible cultural heritage inheritors to attend the “Tsinghua BMW Innovation Center”, empowering them with creative thinking to design and develop cultural creative products. This initiative aims to engage nearly 10 million stakeholders including users, fans, and national dealers, fueling cultural tourism around the Grand Canal.

Zhang Weiguo, Director of the Network of International Culturalink Entities, stated: "Spanning from the south to the north of China and flowing incessantly for 2,500 years, the Grand Canal is a significant cultural symbol of the Chinese nation and a brilliant achievement of human civilization. Our original intention in hosting the Grand Canal International Tourism Campaign Launch is to showcase the elegance of the canal, promote its cultural essence, share its wisdom, and elevate its spirit. This aligns with the essence of our collaboration with BMW China in launching the Grand Canal Cultural Protection and Education Public Welfare Project. Our goal is to provide more resources for the orderly protection and innovative development of the Grand Canal heritage, ensuring its continued vitality and enriching its culture and tourism.”

Mr. Sean Green, President and CEO of BMW Group Region China, stated: “BMW aims to be an ‘Impact Company’, redefining individual mobility to be more human, intelligent and responsible. The Grand Canal epitomizes connectivity, bringing people and cultures together. BMW takes great pride in contributing to the protection of the Grand Canal World Heritage site, reflecting our commitment to valuing cultural diversity and fostering connections through cultural exchange. In 2007, BMW launched the ‘BMW China Culture Journey’, becoming the first auto company to promote intangible cultural heritage protection. Today, we are proud to kick off the Grand Canal protection program, once again playing the role of industry pioneers in the promotion and protection of the Grand Canal’s culture”.

Be Humane, Fostering A Beautiful Homeland Build on “Shared Beauty”

Dr. Franz Decker, President & CEO of BMW Brilliance Automotive Ltd., stated: “BMW’s long-term vision for sustainability achieves to balance economic success, environmental stewardship, and social responsibility. Water is the source of life, prosperity, and mobility. The Grand Canal has stood as a masterpiece of ‘connections’ and ‘mobility’ for 2,500 years, linking communities, enabling trade, and connecting the past with the future. It is the perfect representation of humans respecting nature, utilizing nature’s resources, and living in harmony with nature. Supporting the Grand Canal’s conservation efforts is not only a commitment to ecological conservation but also a catalyst for cultural exchange, embodying the BMW Group's philosophy to 'make mobility more responsible and humane’. It also underscores our dedication to fostering a harmonious beautiful homeland.”

Culture nurtures humanity — at the heart of culture is humanity. A “humanity-oriented” approach shows that BMW cherishes the cultural richness of our beautiful homeland. Culture connects people, and by valuing cultural diversity, we can achieve “shared beauty”. For half a century, BMW has played an active role in bridging cultures globally as a corporate citizen, aiming for mutual understanding among people from different cultural backgrounds and diverse perspectives.

Globally, the BMW Art Car Project, initiated five decades ago, exemplifies this commitment. In 2017, Cao Fei, a distinguished artist from China, created a multimedia installation art-based BMW Art Car, showcasing the forward-thinking mindset of a cultural superpower in navigating the forefront of cutting-edge digital technology.

In China, the BMW China Culture Journey has supported and enabled nearly 1,000 heritage inheritors, mobilized nearly 10 million BMW users and fans, and influenced about 160 million people to engage in intangible cultural heritage protection. BMW has become a part of the collective effort to promote the protection of intangible cultural heritage and to be “part of the solution”.

At BMW’s Shenyang plant, the “Art Plant Project”, with 13 years’ history, shows our dedication to fostering cultural dialogues. BMW invited young artists from both the LuXun Academy of Fine Arts and the University of Fine Arts München to engage in artistic creation at Plant Tiexi and Lydia Plant, facilitating a conversation between Chinese and Western cultures.

Launching the Grand Canal Protection Project marks a milestone in BMW's corporate social responsibility in China, with a focus on "Cultural Protection" and "Ecological Conservation". Adhering to the guiding principles of "Harmonious Progress, Shared Business Responsibility, and Building a Beautiful Home," BMW is widely engaging its extensive network of dealers, BMW owners, and associates, to join in its impactful endeavors to contribute to a "Beautiful Homeland” and create greater social value for Chinese society.