BMW China Culture Journey hits the high road in Yushu

By Han Lu | China Daily | Updated: 2018-08-06 07:46

Guided by BMW strategic corporate social responsibility, BMW China Culture Journey fully exercised its brand influence to build a sustainable public platform, concentrating social resources and integrating intangible cultural heritage into modern life, according to BMW.

On the basis of the inheritance and safeguarding of intangible cultural heritage, BMW China Cultural Journey has been held consecutively for 12 years.

The representatives of the 2018 BMW China Culture Journery have visited more than 40 sites of intangible cultural heritages, material cultural heritages and natural landscapes in Yushu Tibetan autonomous prefecture, including the traditional oral literature epic of King Gesar, the Thangka, original dance drama, and the Princess Wencheng Temple.

Johann Wieland, president and CEO of BMW Brilliance Automotive Ltd, said at 2018 BMW China Cultural Journey's opening ceremony that a successful and responsible brand is not only about its products and technology, it has to deliver its values to society and have a deep understanding of history and traditions.

"As the iconic program of BMW strategic corporate social responsibility, BMW China Culture Journey has constantly upgraded its vision, and leverages BMW's brand influence to build a bridge between traditional culture and modern society."

The German luxury carmaker released the achievements of this year's visit at the gala dinner on July 30. A total of 10 intangible cultural heritage inheritors from Yushu Tibetan autonomous prefecture were selected into the Tsinghua BMW Innovation Center for Safeguarding of Intangible Cultural Heritage for further study, which will help to promote and strengthen the creative transformation and innovative development of the intangible cultural heritage in this area, according to BMW.

The BMW China Culture Journey said that they also explored the creative transformation of intangible cultural heritage, and help integrate intangible cultural heritage into modern life. They will partner with innovative social entrepreneur and local cooperatives to design the "Yushu Impression" series of works, to explore the creative transformation of intangible cultural heritage in modern life. Which will be presented to the public at the end of the year.

To attract more and more young consumers to visit Yushu Tibetan autonomous prefecture, the BMW China Culture Journey plans to publish "BMW China Culture Journey Tour Guide in Yushu", to support the development of local cultural tourism in an innovative and sustainable way.

The BMW China Culture Journey also offered some feasible suggestions for Yushu's long-term development around "Building and Promoting the Image for Yushu", "Local Economic Development", "Promoting Cultural Tourism", "Creative Design of Yushu Tibetan Handicrafts", as well as "BMW Warm Hart Fund Revisit to Yushu", BMW will integrate social resources to contribute to the sustainable development of Yushu.

Molly Yang, vice-president of BMW Brilliance Automotive Ltd, said that this is the 10th anniversary of the BMW Warm Heart Fund and the fund has donated more than 10 million yuan ($1.46 million) to Yushu during this time, which amounts as the largest donation from the BMW Warm Heart Fund to a single area in 10 years.

Molly added that BMW China Culture Journey also want to promote the economic development in this area with the help of tourism and culture, playing a unique role with regards cultural poverty alleviation and the cultural tourism industry.

As a long-term corporate social responsibility project, BMW China Culture Journey has visited a total of 22 provinces and municipalities in the past 12 years. In addition, it has donated a total of 16 million yuan ($2.35 million) to some valued intangible cultural heritage projects and research projects, said BMW.

hanlu@chinadaily.com.cn