(Beijing) Today, BMW China and BMW Brilliance held a joint kick-off press conference for 2008 "BMW China Culture Journey" at the Capital Museum in Beijing. As one of the main "China Cultural Heritage Day" activities this year, the 2008 "BMW China Culture Journey" will travel along the famous "Grand Canal", considered the North-South traffic artery of China, to explore the flowing Chinese civilization. Mr. Zhou Heping, Vice Minister of the Ministry of Culture, Ms. Cheng Shi'e, Standing Committee Member of CPPCC, Mr. Li Songchen, Director of Cultural and History Education Commission Office of CPPCC, Mr. Wang Wenzhang, Director of Chinese National Academy of Arts and Protection Center of Intangible Cultural Heritage of China (PCICH), Dr. Christoph Stark, President and CEO of BMW Group Region China, Mr. Alfred Rupp, President and CEO of BMW Brilliance Automotive Ltd., Mr. Zhang Xu, Director of the Department of Social Culture of the Ministry of Culture, cultural heritage experts and media representitives attended this event.
The success of 2007 "BMW China Culture Journey" in June last year was followed by fruitful results a year later. BMW's donation to the protection of intangible cultural heritages last year was mainly assigned to information and material collection and providing financial support to cultural heritages successors, etc.. Among the funded projects, the Wuwei Gongguzi Dance in Gansu Province was officially added on to China's second list of intangible cultural heritage with the support of BMW China Culture Journey 2007. Based on these achievements, in 2008 BMW has established a partnership with Chinese Academy of Art •the Protection Center of Intangible Cultrural Heritage of China (PCICH), the official authority of intangile cultural heritage protection. As the first important event of the two parties' cooperation, BMW China Culture Journey 2008 has been listed as one of the official events on China's "Cultural Heritage Day".
At 10:30 AM, Mr. Zhou Heping, Vice Ministor of the Ministry of Culture, and Dr. Stark, President and CEO of BMW Group Region China, officially handed the fleet banner over to 2008 "BMW China Culture Journey" fleet representitive, Prof. He Xuejun, reseacher of the Chinese Academy of Social Sciences and member of the National Intangible Cultural Heritage Protection Expert Committee. The BMW's Cultural Journey Car Fleet, made up of 22 BMW vehicles, then set off from the square in front of the Capital Museum in Beijing for the 10-day journey, which will cover approximately 2,600 kilometers. The car fleet, consisting of experts, scholars, media, BMW customers, employees and dealer members, will embark on a journey along China's historic "Grand Canal" through Tianjin, Shandong, Jiangsu, and reach the starting point of the Canal in Zhejiang. The fleet members will then continue to examine "Ancient Huizhou" (Currently knowns as Huangshan city), China's second Cultually Ecological Reserve Area – piont of origin for the "Four Scholarly Treasures" that contain the essence of Chinese civilization, and explore the Canal's prosperity and trace the inheritance of Chinese civilization. The main objectives of this journey include:
- Provide donations and monetary support towards intangible cultural heritage projects with significant historical value along the Grand Canal.
- Visit, observe and collect information on all material and non-material cultural heritage items along the journey.
- Disseminate information and messages regarding the protection of China's material and non-material cultural heritage. Generate public awareness towards cultural protection and the promotion of the country's cultural "soft power".
The "Grand Canal": A Flowing Encyclopedia of History
Flowing for over two thousand years, the Grand Canal is a gallery of ancient civilization and the storehouse of ancient technology, as well as a museum of traditional culture. The Grand Canal preserves rich intangible cultural heritages along its route, which witnesses the ancient Chinese history and contains the essense of Chinese culture. However, parallel to economic and cultural development, the traditional functions of the Canal have been gradually replaced and cultural artefacts and traditions have been compromised along the Grand Canal. Thus, action to protect the authenticity and integrity of these cultural treasures must be taken in a timely manner.
Dr. Christoph Stark, President and CEO of BMW Group Region China said, "Cultural heritage is a rich asset for individuals and societies, especially in China with thousands of years of history. This is why our ‘BMW China Culture Journey' will continue on its mission down a different path each year. As one of the world's most renowned ancient man-made structures, the Grand Canal has been repeatedly making headlines for its infrastructural and economic values. Protecting the cultural heritages along the Grand Canal ensures the well-being of a historically significant canal. It is to our great delight that the 2008 ‘BMW China Culture Journey' has received blessing and support from the Protection Center of Intangible Cultural Heritage of China, which is China's highest official authority of intangile cultural heritage protection. We will join hands in revealing and recording pieces of cultural history along the way, uncovering the Grand Canal's unique charm, share it with the rest of the world, and call for everybody's support in protecting China's intangible cultural heritages for years to come."
Vice Minister of Culture, Mr. Zhou Heping said in his speech, "The Chinese government attaches great importance to the protection of intangible cultural heritages, resulting in great achievements in recent years. The State Council has released the first and second list of State Intangible Cultural Heritage in 2006 and 2008 respectively, covering a total of 1028 projects. The four-grade mechanism: the State, provincial, city, and county level protection lists are gradually formatted. 777 successors of the first and second list of intangible cultural heritage projects have also been chosen and announced. Along with its increasingly enhanced publicity and social impact, the 'Cultural Heritage Day' series event has greatly strengthened the awareness among the public to protect intangible cultural heritage. As part of the main activities of 2008 'Cultural Heritage Day', 'BMW China Culture Journey' has set up a pre-eminent example of social participation mechanism within the protection of intangible cultural heritage, and will have very significant impact on promoting China's intangible cultural heritage protection work, in addition to calling for social awareness in this respect."
2008 "BMW China Culture Journey" will be focused on intangible cultural heritage projects. Under the professional instruction of PCICH, the Journey is marked by visits to Yangzhou's ancient Han Trench Relic, the earliest constructed section of the Canal. It will also uncover precious handcraft projects such as Taohuawu and Yangliuqing traditional new year paintings, engraving plates printing craftsmanship, Song brocade and Su embroidery, etc.. In December, BMW and PCICH will hold an achievement exhibition of the expedition's findings through photos, video and exhibits of Chinese cultural heritage relics collected during the journey to share the emotional and spiritual insight experienced and discovered along the route.
An Enchanted Concerto: Cultural Heritage Protection Unveils a Cooperation Chapter
At the press conference, Mr. Alfred Rupp, President and CEO of BMW Brilliance Automotive Ltd., presented Mr. Wang Wenzhang, Director of the Protection Center of Intangible Cultrural Heritage of China (PCICH), Chinese Academy of Art, with a donation certificate of 200,000 RMB. The donation will be used as the protection fund of the ancient zither Guqin. This is also 2008 BMW China Culture Journey's first donation en route.
Guqin is also known as the seven-stringed zither that has been played for over three thousand years. With it's exquisite timbre, Guqin is recognized as the most ancient stringed instrument in Chinese history. As the master piece of ancient musical instruments, elements such as its construction, history, and assortment of different schools and styles have all contributed to the meticulous art of Guqin. The combination of such elements convey the soul of ancient Chinese spiritual culture in the form of music. Guqin has also had profound influence on Chinese aesthetic, social, cultural and ideological history. The profound and pure timbre of the Guqin impressed everyone at the conference, displaying the rich spiritual treasury of the Guqin, positioned first among the four famous ancient Chinese arts; Zither, Chess, Calligraphy and Panting.
Mr. Wang Wenzhang, Director of Chinese Academy of Art • the Protection Center of Intangible Cultrural Heritage of China (PCICH) said, "I would like to thank BMW for being the first enterprise to provide funding support to the protection of Guqin. To embark on a journey in the enchanted timbre of the ancient instrument has far-reaching purposes beyond the strings. I believe that the cooperation in protecting intangible cultural heritages between PCICH and premium auto manufacturer – BMW will play an enchanted concerto. The "China Cultural Journe" inaugurated by BMW has set up a good example for enterprises in supporting the intangible cultural heritage protection work. I hereby wish a great success to the jouney along the Grand Canal."
The launch of 2008 "BMW China Culture Journey" also unveils the strategic partnership between BMW and PCICH. At the press conference, BMW also contributed a first round donation of RMB 1 million to PCICH, according to the cooperation framework of the two parties. The donation will be the initial capital while being included as part of the "Chinese Intangible Cultural Heritages Protection Fund".
BMW China Corporate Social Contribution Activities：the Long Term Commitment to Chinese Society
As a world-leading premium car manufacturer, BMW Group attaches high importance to its growth in China and takes a proactive role in the construction of a harmonious society in China. Sustainability has been a core strategy for BMW China and BMW Brilliance. BMW Corporate Social Contribution Activities was officially launched in 2007 and has shown great results. In addition to BMW China Culture Journey in 2008, BMW will also continue to promote Corporate Social Contribution Activities as listed below:
- BMW Warm-Heart Fund established with China Charity Federation to gather more caring forces in support of the reconstruction of the Sichuan Earthquake-hit area.
- "BMW Culture Night" which supports Liaoning Ballet Troupe to give performances in northeast China.
- A five-year program "BMW China Excellent University Student Award" in cooperation with the Soong Ching Ling Foundation
- A long-term program designed for kids aged four to six and rolled out in 10 cities "BMW Children's Traffic Safety Education" .
