(Beijing) Today, BMW China & BMW Brilliance Automotive Ltd. and the Protection Center of Intangible Cultural Heritage of China (PCICH), Chinese National Academy of Arts, declared a strategic partnership. According to the cooperation framework, BMW will contribute a donation of RMB 1 Million to PCICH as part of the "Chinese Intangible Cultural Heritages Protection Fund". Meanwhile, 2008 "BMW China Culture Journey", which will be kicked off in a week's time, will become one of the most important events for the partnership. This is the first time the intangible cultural heritage protection authoritative institution of Chinese government has joined hands with an enterprise to launch large scale intangible cultural heritage protection work, and it will have far-reaching impact in exploring new approaches for the harmonious development of traditional culture and modern society as well as launching social participation (especially enterprises) mechanism in the intangible cultural heritage protection work.
Jointly Launch 2008 "BMW China Culture Journey"
After the great success achieved by 2007 "BMW China Culture Journey", 2008 "BMW China Culture Journey" will be officially launched on October 14th. The fleet will embark on a journey along the famous "Grand Canal", considered the North-South artery of China. PCICH will lend great support and guidance to donation item selection, documentation, cultural relic collection and expert support of the Journey, which is a part of the main activities of 2008 "China Cultural Heritage Day".
Dr. Christoph Stark, President and CEO of BMW Group Region China said, "Under the professional guidance of PCICH, 'BMW China Culture Journey' will become more scientific and promote the protection of intangible cultural heritages much more effectively. For the protection of cultural heritage and our spiritual home, we sincerely hope that through the efforts of BMW China Culture Journey, more enterprises and social forces will be called upon to join in the cause of protecting the intangible cultural heritages in China. "
BMW and PCICH will also jointly hold an achievement exhibition at the end of this year. The exhibition will collectively present the essential contents of the journey through pictures and relics. At the same time top-grade craftsmen of the visited areas along the journey will be invited to give live performance and provide artwork presentations. Both parties hope to popularize the historical charm of the Grand Canal among a wider public while providing them with a chance to appreciate the diversity and profoundness of the intangible cultural heritages along the Canal, and call on society to support and protect cultural heritages.
Government Leads and Enterprise Participates, Jointly Unveils New Chapter of Intangible Cultural Heritage Protection
According to the "Convention for the Safeguarding of the Intangible Cultural Heritage", which was passed by UNESCO on Oct. 17th,2003, the "intangible cultural heritage" means the practices, representations, expressions, knowledge, skills – as well as the instruments, objects, artifacts and cultural spaces associated therewith – that communities, groups and, in some cases, individuals recognize as part of their cultural heritage. This intangible cultural heritage, transmitted from generation to generation, is constantly recreated by communities and groups in response to their environment, their interaction with nature and their history, and provides them with a sense of identity and continuity, thus promoting respect for cultural diversity and human creativity. The "intangible cultural heritage" includes oral traditions and expressions, the performing arts, social practices, rituals and festive events, knowledge and practices concerning nature and the universe, as well as traditional craftsmanship.
Parallel to the fast development of the society, as many other counties in the world, China's intangible cultural heritages are also facing great challenges. The Chinese government has always devoted unremitting effort to protecting these cultural treasures. In 2005, the General Office of State Council issued the "Opinions of the General Office of the State Council on Strengthening the Protection of Intangible Cultural Heritage of Our Country"and put forward the working guidelines for the protection of intangible cultural heritage-- "Governmental leadership, social participation, clarification of duty & responsibility, combination of forces, as well as long-term planning, implementation by steps, integrating priorities with entirety, and emphasis on effect and efficiency." In recent years, the central and local governments have been stepping up efforts in this respect, and have obtained remarkable achievements in China's intangible cultural heritage protection work.
Mr. Wang Wenzhang, Director of Chinese National Academy of Arts and Protection Center of Intangible Cultural Heritage of China said, "We are very delighted that a multinational like BMW can attach great importance to the intangible cultural heritage protection. This fully illustrates strong sense of corporate social responsibility. The intangible cultural heritages of China's five-thousand-year civilization are non-renewable and irreplaceable treasures. Protection work calls for efforts from all walks of life. I believe our cooperation with BMW will set a prominent example in promoting the protection of intangible cultural treasures."
As a professional institution established in 2006 at Chinese National Academy of Arts for protecting national intangible cultural heritages, The Protection Center of Intangible Cultural Heritage of China is the most authorized institution. Through taking on responsible for specific work related to the protection of national intangible cultural heritages, PCICH exercises duties including providing the policy consultation for the protection of intangible cultural heritages, organizing relevant nationwide surveys, guiding the implementation of the protection plans, performing theoretical research into the protection of intangible cultural heritages, sponsoring academic activities and organizing personnel training, etc.
As a premium car manufacturer, sustainability has been a core strategy for BMW China and BMW Brilliance. In addition to BMW China Culture Journey in 2008, BMW will launch a series of relevant activities on the basis of strategic partnership with PCICH in a bid to make bigger contribution to the intangible cultural heritage protection. Meanwhile, other programs of BMW China Corporate Social Contribution Activities are moving on, such as a long-term "BMW Children's Traffic Safety Education" project for kids aged four to six years, and BMW Warm-Heart Fund project in support of the reconstruction of the Sichuan Earthquake-hit area and other warm-heart events, etc..
