Dec 15, 2009

(Beijing) Today, the “BMW China Culture Journey”Three-Year Achievement Exhibition, jointly held by BMW China, BMW Brilliance and Chinese National Academy of Arts • the Protection Center of Intangible Cultural Heritage of China(PCICH), officially commenced at the Capital Museum. Mr. Zhang Qingshan, Deputy Director of Chinese National Academy of Arts and Protection Center of Intangible Cultural Heritage, Dr. Zheng Changling, Researcher of Chinese Academy of Arts, Deputy-Director of Protection Center of Intangible Cultural Heritage of China，Mr. Karl-Heinz Schmid, President of BMW China Automotive Trading Ltd., cultural heritage protection experts, BMW warm-heart customers and media attended the grand opening ceremony of the exhibition. The exhibition, which will last from December 15th to 23rd, 2009, is free to the public. Through such a comprehensive and vivid display of the three-year fruits of “BMW China Culture Journey”, the exhibition is expected to enhance the awareness to the intangible cultural heritages protection of the whole society. At the opening ceremony, Mr. Karl-Heinz Schmid, President of BMW China Automotive Trading Ltd., joined by Mr. Zhang Qingshan, Deputy Director of Chinese National Academy of Arts and Protection Center of Intangible Cultural Heritage, Stamped the First-Day Cover envelope of the exhibition with the traditional Chinese seal, reading “Commemorating the Three-Year BMW China Culture Journey”, to signify the official onset of the exhibition. In accordance with different legs of the three-year journey, the show is classified into three themes, namely, “Custom-the magnificent folk culture of Northwest China”, “Elegance-the exquisiteness of Southern China” and “Ode-a meadering view of Southwest China”. A “road from heaven” stretching down from the top of the hall unfurls a near 10,000-kilometer journey of “Tracing the Silk Road”, “Appreciating the Charm of the Grand Canal”, and “Safeguarding an Indestructible Spiritual Home”. A rich cluster of video, audio, words and pictures are prepared to vividly represent a dazzling scroll of cultural essence from the vast desert to the spectacular canal, and to the co-habitat of Han, Qiang and Tibetan ethnic groups. The public will have a close-up view of an array of precious artistic treasures that epitomize the prime of Chinese civilization, such as fine handicrafts of Pinyao lacquerware, the life-like Huishan clay figure，the magnificant Nanjing Brocade and the exquisite Tangka art.

To complement the static exhibits display, inheritors of some intangible cultural heritages are also invited to give a live demonstration on site. Inheritors Gao Zhenggang and Xing Jishan, both in their 70s, will show off the artistic charm of the Hexi Baojuan ballad with their skillful chanting. Inheritors of the four major woodblock painting genres including Fengxiang woodblock painting, Yangliuqing woodblock painting, Taohuawu woodblock painting and Mianzhu woodblock painting will also have a historical assembly at the achievement exhibition. The performance and illustration on site will offer the public a more intuitional and deepened understanding of such rare art forms and their cultural significance.

Mr. Karl-Heinz Schmid, President of BMW China Automotive Trading Ltd.， said, “As the pictures of cultural essence gradually unfold in front of us, we are continuously impressed by the profoundness and extensiveness of the Chinese civilization through our discoveries. We were not alone on the road. Hundreds of enthusiastic reporters, cultural experts and warm-heart customers have joined our journey. We have been spreading not only voices, videos or words, but also awareness, confidence and power to protect the root of the Chinese civilization. We are looking forward to sharing these precious memories with all of you at the upcoming exhibition. When BMW commits to cultural preservation, we also commit to the sustainable development of the society and the well-being of people. As we continue to fulfill our long-term commitment, our dedication to protect the Chinese spiritual home will be continued.”

Mr. Zhang Qingshan, Deputy Director of Chinese National Academy of Arts and Protection Center of Intangible Cultural Heritage, stated at the opening ceremony: “Intangible cultural heritage, an integral footprint on the foundation of Chinese civilization, exemplifies the vast range of creativity found in Chinese culture. Protection of China's intangible cultural heritage items has always adhered to a policy whereby efforts are ‘Led by Government, Participated by the Whole Soceity’. The ‘BMW China Culture Journey’ Three-Year Achievement Exhibition is a manifestation of this policy through participation of a corporate citizen. The successful execution of this event over the last three years has translated into heightened awareness, increased participation and a long-term positive effect on the protection of China's intangible cultural heritage. As a leading international Auto manufacturer, BMW's leadership and participation in supporting China's intangible cultural heritage looks to continue to inspire other corporate citizens as well as the general public in further supporting efforts to protecting Chinese intangible cultural heritage. ”

As a key component of BMW China Corporate Social Contribution Activities, “BMW China Culture Journey” has set its footprints to over 10 provinces in the past 3 years, covering a total distance of nearly 10 thousand kilometers. The fleet has explored more than 100 cultural heritage entities, and contributed donations to 28 items in greatest need, totaling more than 3 million RMB. All the contributions have generated inspiring results, e.g., the Xi’an Drum, known as a living fossil of ancient Chinese music, received public promotion and awareness through the publishing of the book “An Anthology of Thesis on the Xi’an Drum”， the first of its kind in China; the two thousand year old Gongguzi Dance of the Hexi Corridor region, concluded its intangible cultural heritage application process and is now officially included in the state’s Intangible Cultural Heritage Protection List; The “Gaomi Folk Art Gems”was published, alongside with the blooming “Folk Art Gargen”of Gaomi Papercut and Clay Scupture handicraftmenship; the movable engraving technique by Yangzhou Guangling Ancient Book Publishing House generated a tide on Chinese book culture in Frankfurt Book Fair, etc..

At the same time, the culture 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. In 2008, BMW and Chinese National Academy of Arts• the Protection Center of Intangible Cultural Heritage of China established a strategic partnership, and “BMW China Culture Journey”has been officially included in the official events of “China Cultural Heritage Day”for two concecutive years. In 2009, based on the platform of BMW Warm-Heart Fund, “BMW China Culture Journey”brought both donations and a steady stream of support from BMW warm-heart family to the quake-affected area, restoring faith and strength of local people to rebuilt their spiritual home.

As a world-leading auto manufacturer, the 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, dealers,associates and friends of the BMW brand with a platform to pool their collective warm-heart efforts. In the future, based on this platform, BMW will continue to promote major programs in four areas of environmental protection, educational support, cultrual promotion and corporate governance, such as “BMW China Culture Journey”, “BMW China Excellent University Student Award”, “BMW Children Traffic Safety Education” etc.. Meanwhile BMW also cordially invite more people with glowing hearts to joint BMW warm-heart family, and to contribute to the sustainable development of the society by passing on love and responsibility.