(Xining) After 9 days’ arduous journey covering more than 2,200 kilometers, the 2009 “BMW China Culture Journey” car fleet finally reached the destination - the Regong Cultural Ecological Reserve Area. A celebration gala night was held in the evening in Xining, provincial capital of Qinghai. Mr. Zhang Qingshan, Deputy-Director of Chinese Academy of Arts and the Protection Center of Intangible Cultural Heritage of China, Dr. Daniel Kirchert, Senior Vice President of BMW Brilliance, Ms. Cao Ping, Director of the Cultural Department of Qinghai Province, and cultural heritage protection experts and scholars, journalists joined the members of the fleet to celebrate the success of 2009 “BMW China Culture Journey” amid the passionate and lively minority folk songs and dances.
“Golden Valley” Generates Regong Art
Tracing the pristine waters of the upper reaches of the Yellow River, the 2009 “BMW China Culture Journey” fleet passed the Danxia mountain area of red earth. Mural paintings, sculptures, stone altars and sacred banners were seen everywhere along the route, all showing strong Tongren Tibetan culture. In Tibetan language, the Tongren District is called “Regong”, meaning “Golden Valley”. Inhabited mainly by Tibetan people, Regong is also the settlement of Han, Turkish, Hui, Mongolian and Salar ethnic groups. Throughout the course of history, these different ethic groups have coexisted in peace and harmony, with their cultures converging to give birth to the "Regong Art" phenomenon, which vividly illustrates the significance of cultural diversity to the sustainable development of human society.
Regardless of whether it is the magnificent, profound Thangka art, the bright and vivid stack embroidery, or the unique, life-like Regong clay sculptures, the donation and investigation objects of the “BMW China Culture Journey” were the most pro-eminent example of Regong art. These art forms are closely related to the spiritual beliefs and rural lifestyle of the people living in Yellow River and Qinghai plateau area, and have generated a unique Regong cultural ecology. In August, 2008, the Ministry of Culture officially established the Regong Cultural Ecological Reserve Area, with the Tong’ren area at its center. This area is expected to implement overall protection to the Regong culture within the region where it generates, develops and inherits cultural heritage, in particular live traditions.
Dr. Daniel Kirchert, Senior Vice President of BMW Brilliance said: “Regong Culture is the embodiment of the hard work, wisdom and extraordinary artistic creativity of the local Tibetan people. It also reflects their profound understanding and outlook on the real life. I sincerely hope the efforts of BMW can have an effect in the inheritance and protection of these precious intangible cultural heritages in Huangnan. Meanwhile, by visiting the Regong Cultural Ecological Reserve Area, we hope to let more people realize the significance of traditional culture, and provide new thoughts on the overall protection of cultural heritage.”
“BMW China Culture Journey”: an Everlasting Journey
During its 3-year journey, the “BMW China Culture Journey” has explored more than 100 tangible and intangible cultural heritage entities, and contributed donations to 28 intangible cultural heritage items totaling more than RMB3 million. At the same time, the cultural journey also visited and provided financial support to the “Huizhou Cultural Ecological Reserve Area”, “Qiang Ethnic Cultural Ecological Reserve Area” and “Regong Cultural Ecological Reserve Area”, three of the four main cultural ecological reserve areas in China.
Mr. Zhang Qingshan, Deputy-Director of Chinese Academy of Arts and the Protection Center of Intangible Cultural Heritage of China said: "The 2009 'BMW China Culture Journey' is a journey of profound significance. It fully reveals the determination and achievements of the people in the disaster areas in rebuilding the spiritual homeland a year after the 5.12 earthquake. The event also carried out in-depth exploration to seek effective and new methods in dealing with disasters, salvaging and inheriting intangible cultural heritage, and restoring cultural ecology. It also called upon society to contemplate the future of folk culture, emphasize Protective Social Consciousness and rebuild an indestructible spiritual home. Reviewing the footprint of the culture journey over the past three years, we are pleased to see that a cultural heritage protection project initiated by an enterprise has achieved remarkable and immediate results through successful implementation of the 'Government-led Social Participation' cultural protection model."
In October this year, BMW China and BMW Brilliance will hold a “BMW China Culture Journey” exhibition in conjunction with the Protection Center of Intangible Cultural Heritage of China, using pictures and article exhibits to demonstrate the results achieved in the past three years, share precious memories and China’s flame of civilization heritage of thousands of years with friends who care about cultural heritage protection.
BMW China Corporate Social Contribution Activities：A 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. After the shattering earthquake on May 12th, 2008, BMW China and BMW Brilliance Automotive Ltd. joined hands and immediately donated 10 million RMB in relief funding. With this money, and under the direction of the China Charity Foundation (CCF), the CCF BMW Warm Heart Fund was established to provide all BMW customers, employees, dealerships, and friends of the BMW brand with a platform to pool their collective warm-heart efforts. In 2009, BMW will also be promoting BMW Corporate Social Contribution Activities as listed below:
- “BMW Culture Night” which supports Liaoning Ballet Troupe to give performances in northeastern China.
- A five-year program “BMW China Excellent University Student Award” in cooperation with the Soong Ching Ling Foundation. This program includes internship opportunities for award-receiving students
- A long-term program designed for kids aged four to six and rolled out in 18 cities "BMW Children’s Traffic Safety Education" . Etc.
