Bringing Intangible Cultural Heritage to Life and into the Spotlight: A New CSR Model of Innovation and Responsibility
“BMW China Culture Journey” Launches First Intangible Cultural Heritage-Inspired Cultural and Creative Product

On April 28th, BMW unveiled the “BMW ICH Longquan Celadon Portable Tea Set” on the My BMW APP, marking the debut of the brand-exclusive cultural and creative product inspired by China’s intangible cultural heritage (ICH) under the BMW Lifestyle product line. This milestone product is the first to translate the achievements of BMW's Corporate Social Responsibility (CSR) program, “BMW China Culture Journey”, into a cultural and creative product, underscoring BMW’s ongoing commitment to ICH protection. It embodies BMW’s mission to “integrate intangible cultural heritage into modern life” and fulfills the brand’s CSR promise to “provide innovative solutions and create value for Chinese society”, setting a new benchmark for corporate social responsibility that combines innovation with responsibility.

Innovating Through Heritage: Integrating Intangible Cultural Heritage into Modern Life.

In 2024, the BMW Warm Heart Fund launched the “BMW China Culture Journey — Grand Canal Cultural Protection Project”. Under this project, 10 ICH inheritors along China’s historic Grand Canal were selected to attend the "Tsinghua-BMW Innovation Center". Working closely at the center with professors from the Tsinghua University’s Academy of Arts & Design, these young inheritors (some with international experience) will jointly design and develop ICH-inspired cultural and creative products that combine modern functionality with contemporary aesthetics. The project spans iconic craftsmanship such as Su embroidery, Yun brocade, blue calico, and Longquan celadon.

Among the first outcomes of this collaboration is the “BMW ICH Longquan Celadon Portable Tea Set”, co-created by Shi De, an ICH inheritor of Yue kiln celadon from Zhejiang Province, and Professor Zhang Lei, Dean of Academy of Arts & Design, Tsinghua University. The tea set seamlessly merges industrial design concepts with the ancient craftsmanship of Longquan celadon.

This tea set boldly reimagines the traditional form of Chinese teaware, drawing design inspiration from the minimalist front-end styling of the BMW Vision Neue Klasse and the first-of-its-kind Centric Control Interface in the BMW Panoramic Vision cockpit. Using the delicate firing techniques of Yue kiln celadon, characterized by its thin body and even glazing, the product also echoes the refined textures of BMW’s interiors by combining matte and glossy finishes for a luxurious yet practical sensory experience. Color-wise, it breaks away from the conventional monochrome palette of traditional celadon, offering a palette of eight modern tones including Celadon Pink, Ink Smoke, Chestnut Yellow, Royal Purple, Rouge Red, Rainbow Blue, Ginger Red, and Flower Green-Yellow, catering to the evolving tastes of today’s consumers. Designed for portability and practicality, the tea set brings refined tea rituals into everyday moments. Whether traveling by high-speed rail, going on road trips, or enjoying a picnic, users can enjoy tea anytime, anywhere. This ICH-inspired cultural product will be officially launched on April 28, 2025, available for purchase by BMW owners and the public on the MY BMW App. Users can log in to the platform directly to purchase the products and experience the blend of tradition and modern living.

For 19 years, “BMW China Culture Journey” has been dedicated to protecting China’s intangible cultural heritage, exemplifying BMW’s deep-rooted commitment to its “At Home in China” philosophy. BMW values cultural diversity, respects tradition and heritage, and demonstrates a profound understanding of China.

The newly unveiled BMW Neue Klasse at the recent Shanghai Auto Show embodies the BMW Group’s vision for a future of mobility that is smarter, more human-centric, and more socially responsible. In line with the “At Home in China” strategy, BMW’s Chinese R&D team developed the China-exclusive Neue Klasse models in China, for China to meet the unique cultural, aesthetic, and functional expectations of Chinese users. For example, Chinese cultural and functional elements—such as the 24 Solar Terms—are seamlessly integrated into the user interface design and can be projected onto the Panoramic Vision display within the driver’s line of sight.

Cultural Exchange and Shared Beauty in Harmony

Recently, China’s State Council issued the Notice on Further Cultivating New Growth Drivers and Promoting the Prosperity of Cultural and Tourism Consumption, advocating the development of fashionable “Guochao” (Chinese cultural trend) products. It also encourages greater collaboration between ICH inheritors, designers, artists, and entrepreneurs to create cultural and creative products that combine contemporary relevance with cultural depth.

Since launching the “BMW China Culture Journey”—a program dedicated to the protection of China’s intangible cultural heritage—in 2007, BMW has led the automotive industry in heritage protection initiatives. In 2016, BMW joined hands with the Academy of Arts and Design at Tsinghua University to establish the “Tsinghua-BMW Innovation Center”, empowering ICH inheritors to bring traditional craftsmanship into modern life. The initiative has funded partnerships between ICH masters and Tsinghua professors, leading to the design and development of cultural and creative products rooted in heritage craftsmanship. These innovative approaches and success stories have been promoted to the public through exhibitions and the publication of case study collections. A highlight of these efforts was the 2019 release of the BMW 7 Series Halo Edition that incorporated traditional techniques such as Su embroidery, sacrificial blue glaze, and aloeswood carving—showcasing the fusion of Chinese traditional craftsmanship with Western industrial design. The East meets West, culture meets luxury outcome realizes the core vision of BMW China Culture Journey: “Cultural exchange and shared beauty.”

For BMW, balancing economic, ecological, and social interests is the foundation of true business success.

Only with responsibility first can we move steadily, and only by adhering to a long-term perspective can we reach far. Since entering China 30 years ago, BMW has remained committed to addressing Chinese society’s key challenges, striving to provide innovative solutions as an outstanding corporate citizen “At Home in China”. In 2008, BMW established the BMW Warm Heart Fund, the first corporate charity fund in the Chinese automotive industry; in 2005, BMW launched the BMW Children’s Traffic Safety Education, now in its 21st year; in 2007, BMW launched “BMW China Cultural Journey”, celebrating 19 years of heritage protection; and in 2021, BMW Beautiful Homeland Initiative, BMW’s latest program, takes the lead in biodiversity conservation efforts.