(Beijing) The "Leisurely Charm of Grand Canal - 2008 'BMW China Culture Journey' Achievement Exhibition", jointly held by BMW China, BMW Brilliance and the Protection Center of Intangible Cultural Heritage of China (PCICH)，Chinese National Academy of Arts, officially commenced at the Capital Museum. Mr. Wang Wenzhang, Vice Minister of the Ministry of Culture and Director of Chinese National Academy of Arts, Dr. Christoph Stark, President & CEO of BMW Group Region China, Mr. Alfred Rupp, President & CEO of BMW Brilliance Automotive Ltd., Ms. Zhou Xiaopu, Deputy-Director of National Intangible Cultural Heritage Protection Expert Committee，Mr. Zhang Qingshan, Deputy Director of Chinese National Academy of Arts and Protection Center of Intangible Cultural Heritage，cultural heritage protection experts, BMW warm-heart customers and media attended the grand opening ceremony of the exhibition. The exhibition, which will last from February 17th to March 8th, 2009, is free to the public. Through such a comprehensive and vivid display of the essence of intangible cultural items along the Grand Canal, the exhibition is expected to enhance awareness and active participation to the protection of the intangible cultural heritages of the whole society.
Beating drums and striking gongs, the traditional Chinese lion dance created a warm and festive atmosphere for the opening of the 2008 "BMW China Culture Journey" Achievement Exhibition. The Exhibition showcases the precious cultural heritages collected along the journey from Tianjin, Shandong, Jiangsu, Zhejiang and An'hui through various forms such as photos, video and on-site exhibits. Dr. Christoph Stark, President & CEO, BMW Group Region China said, "Being very interested in Chinese history and culture, I am always amazed seeing the variety of crafts and cultural relics. With the support of the Protection Center of Intangible Cultural Heritage, Chinese National Academy of Arts, the 2008 'BMW China Culture Journey'has been highly recognized by media, government and the general public. Cultural heritage is a rich asset for both individuals and societies, especially in China, a country with thousands of years of history. This is why BMW will continuously make efforts to facilitate the cultural promotion and its sustainable development and to continue the 'BMW China Culture Journey' down to different path each year."
In addition to the exhibits being displayed on-site, a number of inheritors and successors of intangible cultural heritage items will also be invited to deliver live demonstrations of their handicrafts. During the exhibition, The three arts of Gaomi: clay sculpture, Pu Hui prints and paper-cutting's on-site producing display will allow the audience to appreciate folk-art's charm; Shi Rongsheng, the inheritor of Pizhou Paper Lion Head who is awarded as "Folk Artist" by UNESCO, will display an integrated plastic arts including carving, paperhanging, enlacing and drawing; performance of Suzhou Pintan will also indulge the visitors in the rich and elegant sounds of the Grand Canal. The exquisite production process of China's intangible cultural heritages is expected to provide the public with a more direct and deeper understanding of the essence carried by cultural heritages.
Mr. Wang Wenzhang, Vice Minster of the Ministry of Culture and Director of the Chinese National Academy of Arts said, "The 2008 'BMW China Culture Journey', which has been listed as one of the official events of 'Cultural Heritage Day', is a very successful and pre-eminent example in China's intangible cultural heritage protection. This exhibition will play a very active role in promoting the protection and research work of the Grand Canal's Culture Heritages, since it provides a complete record of the journey's activities and achievements. It is my sincere hope that more and more enterprises will shoulder corporate social responsibilities just like BMW and do their part in cultural heritage protection."
Especially worth mentioning is that a charity auction for BMW Warm-Heart Customers will also be held right after the exhibition. Exhibits such as Huishan Clay figures, Yunjin Brocade, Hui Ink-Stick, She Ink-Slab and Suzhou embroidery etc. are on the auction list. Proceeds of the auction will be donated to the China Charity Federation BMW Warm-Heart Fund, to support intangible cultural heritage protection in the earthquake affected areas.
Background information：
The culture journey fleet of 22 BMW vehicles embarked on a journey from Beijing Capital Museum on Oct.14 through Tianjin, Shandong, Jiangsu and Hangzhou city in Zhejiang, the starting point of the Canal, and finally reached the destination "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. Along the 2,600-kilometers journey, the fleet has explored more than 40 intangible and 10 tangible cultural heritages, and has contributed donations of totaling 1 million RMB to 12 cultural heritages, namely the Ancient Zither, the Three Unique Handicrafts in Gaomi—the Gaomi paper-cutting, Nie Jia Zhuang Clay Sculpture and Puhui New Year paintings, Wood Block Printing, Suzhou Ping-tan, Jiangnan Si-zhu, Hangzhou Ping-ci, the Grand Canal Museum, Hui Ink-Stick, She Ink-Slab and Hui Opera.
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 achieved great results ever since. In 2009, the major programs of "BMW China Corporate Social Contribution Activities" will include:
- 2009 "BMW China Culture Journey"
- 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.
- A five-year program of "BMW China Excellent University Student Award" in cooperation with the Soong Ching Ling Foundation
- "BMW Children's Traffic Safety Education", a long-term program designed for kids aged four to six and rolled out in 15 cities, etc.
