When Chinese Heritage Meets BMW Neue Klasse
BMW Empowers Intangible Cultural Heritage Inheritors to Design Cultural and Creative Products for BMW Neue Klasse by Combining Innovation and Responsibility

A user interface themed around China’s 24 Solar Terms in the new Operating System X? The BMW Neue Klasse Concept, unveiled at Auto Shanghai 2025, signals a bold leap forward where cutting-edge mobility innovation embraces traditional Chinese aesthetics. Even more exciting: a China-exclusive BMW Neue Klasse model is on the way.

With a forward-looking vision of combining innovation with responsibility, the 2025 “BMW China Culture Journey” has been launched with four key initiatives, including a co-creation program with Tsinghua University’s Academy of Arts and Design to integrate intangible cultural heritage (ICH) and intelligent design into the upcoming China-exclusive BMW Neue Klasse model. The goal is to infuse authentic Chinese cultural essence into the design and experience of the upcoming China-exclusive model.

Heritage Inspires the Future: Humanity is the Warmth Behind Technology

Innovation Initiative 1: In 2025, BMW will invite and sponsor ICH inheritors to join the Tsinghua-BMW Innovation Center. Together with professors from Tsinghua University’s Academy of Arts and Design, they will co-design conceptual cultural derivative products for the BMW Neue Klasse. Under the program, 10 ICH inheritors from fields such as lacquerware, weaving, embroidery, carving, ceramics, metalwork, olfactory design, woodworking, and bamboo craftsmanship will collaborate with leading designers to explore the design theme "ICH + Intelligence".

The project will be carried out in three phases: selection of ICH inheritors will take place in May; creative workshops and prototype development will run from June to September; and the final presentation and public showcase will be held from October to December. Ten representative ICH inheritors will be selected and funded to study and co-create at Academy of Arts and Design, Tsinghua University. Selection criteria include craftsmanship that is suitable for mass production, openness to innovation and cross-disciplinary collaboration, and preference will be given to nationally or provincially recognized ICH representatives. Interested ICH inheritors can apply by submitting their profile to anxindesign@163.com before June 15, 2025.

Mr. Sean Green, President and CEO of BMW Group Region China, stated: “The BMW Neue Klasse embodies the BMW Group’s vision for future mobility, one that is more human, more intelligent, and more responsible, rooted in technological innovation. At BMW, the goal of innovation is always customer value. Many of our exciting Neue Klasse innovations originate in China and are tailored specifically for the Chinese market. ‘At Home in China’ is not just a slogan — it means embedding BMW's innovation DNA into local culture. Creating a culturally resonant atmosphere with a distinctly Chinese flavor is also a key part of the Neue Klasse’s emotional experience innovation. BMW respects tradition and heritage. We honor the heritage while looking towards the future, and design through both lenses. This is how Neue Klasse is designed, and also the way how BMW enters the future.”

Cultural heritage and immersive experiences are key to emotional resonance. Cultural inheritance is not about replicating the past, but about creating a more responsible future through a tradition-meet-modernity cultural dialogue.

Innovation through heritage is how ICH enters modern life, it's also the way BMW steps into the future, and also the essence of the BMW Neue Klasse’s design philosophy. This initiative will combine BMW’s industrial design expertise with the creative strength of Tsinghua University’s Academy of Arts and Design to promote the heritage and global reach of ICH, setting a new benchmark in cross-disciplinary works that blend cultural richness, intelligent innovation, and modern user experience — all while exploring how we can “integrate ICH into modern life”.

As early as 2023, the Tsinghua-BMW Innovation Center has launched the “Traditional Craft Innovation Design Competition from a Circular Economy Perspective”. The initiative encouraged ICH inheritors to apply natural, renewable materials and traditional techniques in cross-disciplinary designs, creating contemporary cultural products through the lens of circular design.

Exploring the Sui and Tang Grand Canal: A New Chapter in the Promotion of the Grand Canal Culture

Launched in 2024, the “BMW China Culture Journey — Grand Canal Cultural Protection Project” is funded by the China Education Development Foundation-BMW Warm Heart Fund and co-hosted by BMW China and the Network of International Culturalink Entities. This initiative focuses on the protection and promotion of both tangible and intangible cultural heritage along the Grand Canal. In July 2025, the journey continues with an exploration of the Henan section of the Grand Canal, focusing on the Central Plains region along the Sui and Tang Grand Canal. Themed "Heritage Inspires the Future”, the journey will trace the origins of Chinese civilization that has spanned 4,000 years. By engaging with people, traditions, and ways of life, participants will bring history to life and draw wisdom for the future.

As a UNESCO World Heritage site, the Grand Canal represents "connection" and "mobility”. BMW believes that culture connects people. BMW's focus on exploring and protecting the culture and wisdom of the canal reflects its commitment to respecting tradition and heritage, cherishing cultural diversity, and realizing its commitment of cultural exchange and shared beauty in harmony.

From the Palate to the Heart: BMW’s Cross-Industry Collaboration "A Bite of China" Shares the True Taste of China

To further spotlight the Grand Canal culture, the "BMW China Cultural Journey" has teamed up with the national-level food IP from CCTV, A Bite of China, to launch a crossover vlog titled "A Taste of Suzhou". This vlog showcases culinary delights and the beauty of Su embroidery along the Grand Canal, contributing to the integration of the Grand Canal's ICH into modern life. Currently, the documentary episode “Exploring the Flavor of the Grand Canal" has launched on several major platforms, achieving over 10 million views. By promoting the Grand Canal and its culture through content that is widely enjoyed by the public, this initiative has enhanced public awareness of the Grand Canal's cultural legacy.

The First ICH Creative Product Hits the Market: A Milestone in "Integrating ICH into Modern Life"

The "BMW ICH Longquan Celadon Portable Tea Set” — the first cultural and creative product born from the "BMW China Cultural Journey” — is now available on the MY BMW APP. This marks a significant milestone in BMW's corporate social responsibility on the path of ICH protection. It continues the vision of BMW Neue Klasse with the concept of "Heritage Inspires the Future", truly realizing the goal of "integrating ICH into modern life".

Co-created by Shi De, an ICH inheritor of Yue kiln celadon from Zhejiang Province, and Professor Zhang Lei, Dean of Academy of Arts and Design, Tsinghua University, this tea set seamlessly merges industrial design concepts with the ancient craftsmanship of Longquan celadon. It 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. Since its launch, it has garnered widespread attention and positive feedback from the public.

Only with Responsibility First Can We Move Steadily, and Only by Adhering to A Long-Term Perspective Can We Reach Far

The BMW Group has established a vision for the future of mobility that is “more human, more intelligent, and more responsible”. Guided by this vision, the BMW Group believes that business success, environmental sustainability, and social responsibility go hand in hand. BMW in China is far more than just an automobile manufacturer. “At Home in China” for 30 years, BMW has long become an integral part of the Chinese society and has already established itself as an outstanding corporate citizen in China. Being at home in China means that BMW is deeply involved in the core issues of Chinese society, earnestly fulfilling its social responsibilities, and continuously creating long-term value for this homeland.

In 2008, BMW established the first corporate public welfare fund in the Chinese automotive industry — BMW Warm Heart Fund. The "BMW Children's Traffic Safety Education”, launched in 2005, has been running for 21 years. The "BMW China Cultural Journey", initiated in 2007, has continued for 19 years. In 2021, BMW launched the "BMW Beautiful Homeland Initiative", which has led the way in biodiversity conservation. These efforts provide innovative solutions for major social issues in China.