Culture Special: JLR kicks of britain NOW campaign to support Sino-UK Cultural Year

There has been a recent surge of interest in contemporary British culture in China, with 2015 designated the Sino-UK Year of Cultural Exchange, the film adaptations of cultural icons Padding-ton Bear and Shaun the Sheep about to hit screens and Prince William's visit to China shared millions of times on social media.

This newfound interest is the result of long-term efforts by many to build understanding between the two nations. A company that has done a great deal of work to promote Sino-UK relations is premium car manufacturer Jaguar Land Rover.

The British iconic automaker has already reinforced its commitment to bringing authentic Britishness to China this year during the GREAT Festival of Creativity in Shanghai in March.

As the design partner for the GREAT, Jaguar Land Rover China displayed their innovative technology and designs including three-dimensional clay models, virtual vehicle design technology, as well as a breathtaking F-Type Coupe cutaway model, giving attendees a chance to see Jaguar Land Rover's resplendently British designs.

Having been shouldering the responsibility of introducing the true modern Britishness to Chinese audience since its first official entry to China five years ago, now, in line with the Year of Cultural Exchange, Jaguar Land Rover China celebrated contemporary Britain with a spectacular design-themed event at the Swatch Art Peace Hotel in Shanghai on Monday.

Britishness initiative

The "britainNOW" events, held in conjunction with the automaker's sponsorship of the DESIGN Shanghai Festival, showcased the best of cutting-edge British design to help Chinese audiences consider what the United Kingdom has to offer.

The automaker intends to highlight the culture relations and exchange between its two home countries throughout the year with a Modern British Cultural Season, which will feature ongoing events. To launch the season, Jaguar Land Rover China invited heavyweight guests to its event to discuss what British culture means to them, as well the authoritative definition of Modern Britishness.

Carma Elliot, minister of culture and education at the British Embassy in Beijing and director of the British Council China, told guests at the event that contemporary British culture is a "wonderful new interpretation of a more established concept".

"Fundamentally, we in the UK realize that cultural openness and exchange is a primary driver in boosting better and wider understanding between nations, and driving economic prosperity," said Elliot.

She added that she wants to "work alongside partners such as Jaguar Land Rover China to bring more of that modern British identity to China".

Relations between China and the UK have long been of the utmost importance to Jaguar Land Rover China.

The company has tried to facilitate relationships and foster ties between the people of both countries since it was formed in 2010.

The automaker has used wildlife conservation and football in its social responsibility efforts to bring young Britons and Chinese together to create long-lasting and meaningful ties.

At the britainNOW event, visitors were treated to a BritPop performance by talented vocalist Tia Ray and famous musician and producer Zhang Yadong as well as a special tea discussion by British specialist tea company Twinings, in response to a popular trend of British Afternoon Tea among Chinese young generation in big cities.

Zhang spoke passionately about the deep cultural impression that English rock n' roll has on contemporary Chinese music, and has had on his career.

Heritage to modern

Jaguar Land Rover has always been passionate about redefining what modern British culture and design is. Since the first Jaguar was created more than 80 years ago, it has been at the forefront of British fashion and design.

The E-Type, created in 1961, revolutionary in its time, is still considered one of the finest examples of British design elegance and sophistication.

Today, design guru Ian Callum is inspiring a new breed of Jaguars, such as the award-winning F-Type, which are steeped in British culture and heritage but also push the boundaries of contemporary style.

British culture can be defined as a clash between tradition and modernity, and Jaguar Land Rover reinterprets and reinvigorates classic British style to create cutting-edge automotive excellence.

Land Rover too, has evolved from its roots as a peerless of-road car to now setting the standard for luxurious experiences on-road as well.

Under the keen eye of design director Gerry McGovern, both Land Rover and Range Rover, have redefined SUV excellence with contemporary British classics such as the Range Rover Evoque and the Land Rover Discovery Sport.

Anthea Wang, executive vice-president, public relations and corporate communications of Jaguar Land Rover China, was very happy with the company's efforts to support culture relationship between Britain and China.

She told China Daily "there is nothing more important for us than devoting ourselves in the first official Sino-UK Year of Cultural Exchange. Britain is not only our heritage, but together with China it is our future. Jaguar Land Rover China, as a long-live corporate citizen here, will plunge heavy efforts into the cultural exchange through our events and programs in society."

Whether through its technology and design or through discussions and people to people exchanges, Jaguar Land Rover will host a number of other events focused on Britishness later in the year that are designed to foster greater appreciation of the two cultures.

The automaker has underlined its commitment to its Chinese owners through its customer service and local production and wants to build a greater knowhow of the design and engineering excellence that exist today in modern Britain.

Contact the writers at gongzhengzheng@chinadaily.com.cn and yangcheng@chinadaily.com.cn

(China Daily 04/01/2015 page15)