Welcome to BMW-Brilliance

Innovative Thinking for the Next Decade
2017 BMW China Culture Journey Series of Events Kick Off

July 26, 2017

• Advised by the Hunan Provincial Department of Culture and co-organized by the Hunan Provincial Center of Intangible Cultural Heritage Safeguarding and BMW Brilliance Automotive Ltd., 2017 BMW China Culture Journey series of events kicks off with an intangible cultural heritage visit to Hunan.
• 10 intangible cultural heritage inheritors in Hunan will be selected to study at the Tsinghua BMW Innovation Centre for Intangible Cultural Heritage Safeguarding for research and design training.
• BMW China Culture Journey upgrades its aim from simply “Go Beyond” visiting intangible cultural heritage items to building of the “Sustainable Public Platform” geared to concentrate social resources and integrate intangible cultural heritage into modern life.

Changsha, July 26 - The 2017 BMW China Culture Journey series of events officially kick off with an intangible cultural heritage visit in Hunan this morning, as its vehicle fleet began the trip from Changsha with a magnificent Chengbu Hanging Dragon Dance.

Initiated in 2007, BMW China Culture Journey is now entering its consecutive eleventh year and is beginning its second decade with an upgrade from simply “Go Beyond” visiting intangible cultural heritage items to building of the “Sustainable Public Platform” geared to concentrate social resources and integrate intangible cultural heritage into modern life.

The series of innovative events planned for 2017 BMW China Culture Journey will cover a wide variety and will be attractive:

Co-organized by the Hunan Provincial Center of Intangible Cultural Heritage Safeguarding and BMW Brilliance Automotive Ltd., the first event features “Explore Mysterious Hunan, a Spiritual Homeland of Vigor and Vitality”, and carries a fleet of cultural experts, designers, journalists and other members. The fleet will explore over 40 intangible cultural heritage items across Hunan Province, allowing everyone an opportunity to witness the splendid Chinese traditional culture of the area first-hand.

During the visit, experts will select 10 intangible cultural heritage inheritors in Hunan to further study at the Tsinghua BMW Innovation Centre for Intangible Cultural Heritage Safeguarding for research and design training.

In addition, intangible cultural heritage inheritors in Hunan who demonstrate innovative potential will be invited by BMW China Culture Journey to produce creative crossover works with intangible cultural heritage techniques or elements, in collaboration with “Intangible Cultural Heritage Crossover Creative Ambassadors” from different fields. The works created by them will be displayed at the “BMW China Culture Journey Intangible Cultural Heritage Carnival” held later this year.

“Co-organized by the Hunan Provincial Center of Intangible Cultural Heritage Safeguarding and BMW Brilliance Automotive Ltd., the 2017 BMW China Culture Journey intangible cultural heritage visit in Hunan is a charity event aimed at safeguarding, raising awareness and securing the inheritance of intangible cultural heritage. The visit event has taken place following guidance from the Hunan Provincial Department of Culture in accordance with the intangible cultural heritage protection principle of ‘social engagement under the guidance of government’,” said Mr. Zhang Fan, member of the Leading Party Group and deputy director of the Hunan Provincial Department of Culture. “The visit event is unprecedented in terms of the number of intangible cultural heritage items covered, the innovative model of its delivery and the scope of impact, and will feature prominently in Hunan’s intangible cultural heritage safeguarding work this year. The subsequent objectives of the event, including the provision of funding for intangible cultural heritage inheritors in Hunan to study at the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding and the launch of the ‘Intangible Cultural Heritage Crossover Incubation Program’ will further promote intangible cultural heritage safeguarding and inheritance in Hunan and deliver positive and far-reaching impacts upon intangible cultural heritage integration into modern life.”

“In 2016, BMW China Culture Journey upgraded its strategy from the charitable model of ‘giving a man a fish’ to the enabling model of ‘teaching him how to fish’ for intangible cultural heritage inheritors. In 2017, we will further help integrate intangible cultural heritage into modern life with innovative thinking and exploration.” said Dr. Johann Wieland, President and CEO of BMW Brilliance Automotive Ltd. “With innovative approaches to the preservation of China’s traditional culture, BMW China Culture Journey is a perfect illustration of BMW strategic CSR and commitment to ‘shared development’.”

Following the establishment of the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding in 2016, BMW China Culture Journey has attempted to explore innovative models to integrate intangible cultural heritage into modern life. This has been achieved in two ways, namely innovative communication to promote intangible cultural heritage safeguarding and innovative methods to promote intangible cultural heritage artwork use and consumption.

Firstly, in the aspect of innovative communication to promote intangible cultural heritage safeguarding, beginning from March of this year, BMW China Culture Journey has invited inheritors to hold intangible cultural heritage culture workshops and DIY sessions at the BMW Experience Shanghai to demonstrate the charm and appeal of intangible cultural heritage to the public.

Secondly, through utilizing innovative methods to promote intangible cultural heritage artwork use and consumption, BMW China Culture Journey invited intangible cultural heritage inheritors to participate in the BMW Lifestyle Intangible Cultural Heritage Creative Design Competition. Inheritors were asked to design a series of handcrafted works and conceptual products drawing inspiration from both intangible cultural heritage and BMW elements. The creative works were displayed to the public in Shenyang and Shanghai respectively.

For more information, please follow our official WeChat account for BMW China Culture Journey (BMWChinaCJ), to keep a close eye on our valuable work and enjoy the brilliant traditional culture of Hunan Province.

Information about BMW Group products is available to consumers via the Internet at:
http://www.bmw.com.cn
http://www.minichina.com.cn

Location:

Home News