Unlock the “new species of intangible cultural heritage” together with BMW’s new-generation models.

Have you ever tried bringing the “flavors of the Twenty-Four Solar Terms” into your car? Inspired by the new-generation BMW’s “Twenty-Four Solar Terms” themed display, a non-heritage inheritor of traditional herbal fragrance from Henan and a designer from the Academy of Arts at Tsinghua University have joined forces to create a “new species of intangible cultural heritage”—a seasonal car fragrance called “The Breath of Time.” This car fragrance draws on the wisdom of the Twenty-Four Solar Terms, extracting the distinctive scents of plants and flowers representative of each season, thereby transforming the interior space of the car into a seamless, natural flow through spring, summer, autumn, and winter. Together, they’ve crafted a sensory experience that truly synchronizes “people, car, and nature.”

This “Four-Season Car Air Freshener” is precisely the result of BMW’s 2025 Corporate Social Responsibility initiative, which supports Chinese intangible cultural heritage (ICH) inheritors in entering the “Qingmei-BMW ICH Protection and Innovation Base.” Under the theme “Designing Conceptual ICH Cultural and Creative Products for BMW’s New Generation,” this project has created an innovative new type of ICH product that embodies “innovation within tradition.” On November 28, at the “Tsinghua Academy of Arts & Design-BMW ICH Protection and Innovation Base 2025 Public Achievement Release Conference,” the “BMW New Generation Conceptual ICH Cultural and Creative Products,” jointly developed by ICH inheritors and professors from Tsinghua Academy of Arts & Design, made their debut, writing a new chapter of “Innovation + Responsibility” in BMW’s commitment to innovatively fulfilling its corporate social responsibility in China.

In May of this year, the BMW Charity Fund sponsored 10 inheritors of intangible cultural heritage—representing diverse ethnic groups and encompassing a wide range of crafts such as lacquer art, weaving, embroidery, carving, ceramics, metalwork, woodcraft, and bamboo weaving—who were tasked with creating conceptually innovative ICH-inspired cultural products for BMW’s new-generation vehicles. Working in cross-disciplinary teams alongside professors from Tsinghua University, these artisans embarked on an intellectually challenging journey to develop entirely new forms of ICH-based creations. The Tang Sancai ICH inheritor and Tsinghua professors drew inspiration from the cylindrical batteries used in China’s “new-generation” vehicle models, giving rise to a mobile energy artwork named “Liu Guang”—a breathtaking fusion of tradition and modernity. Departing from the conventional, cold-feeling plastic or metal designs of traditional power banks, the designers invited Tang Sancai ICH artisans to hand-mix glazes and fire them at high temperatures, ensuring that each power bank boasts a uniquely colored ceramic casing—a hallmark of handmade craftsmanship that endows mass-produced industrial products with the personalized touch of artisanal creation. Meanwhile, a Miao embroidery ICH inheritor from the mountains of Yunnan, collaborating with Tsinghua professors, designed and developed the “Zhi Meng Yu Xiu” series of ICH-inspired cultural products, covering a wide array of categories including clothing, home furnishings, automotive accessories, jewelry, and dolls. At the heart of this design lies the meticulous restoration and reinterpretation of Miao embroidery, batik, and traditional Miao garments, culminating in the creation of BAVA Bear—an exclusive IP inspired by Miao embroidery. The BAVA Bear, hailing from Bavaria, Germany, sports Miao embroidery attire infused with design elements from BMW’s iconic “double-kidney grille,” embodying the charm and allure of ethnic craftsmanship through its adorable and engaging persona. As a cultural ambassador, it bridges cultural exchanges and seamlessly connects tradition with contemporary trends...
These dazzling “new species of intangible cultural heritage” are the innovative achievements continuously supported by BMW’s “China Cultural Journey” over the past 19 years, benefiting the inheritors of intangible cultural heritage. Not only do they help bring intangible cultural heritage truly “to life” in the present day, but they also serve as a vivid testament to BMW’s commitment to corporate social responsibility and its efforts to foster responsible leadership. Ms. Bao Siqi, President and CEO of Brilliance BMW Automobile Co., Ltd., stated: “Whether it’s a century-old automotive enterprise or a millennia-old intangible cultural heritage tradition, both rely on innovation to carry forward their ‘family treasures’ through time. For more than 100 years, BMW has cherished one ‘family treasure’ above all else—the pure joy of driving. The new-generation BMW models, soon to be produced domestically next year, integrate numerous groundbreaking innovations that set a benchmark for ‘pure driving pleasure’ in the era of electric and intelligent mobility. This represents BMW’s latest response to the principle of ‘innovation within tradition.’”

This year, the “BMW China Cultural Journey” has fulfilled its firm commitment to making innovative and meaningful contributions to Chinese society through a series of practical and innovative initiatives: The BMW Charity Fund selected and funded inheritors of intangible cultural heritage, enabling them to study at the “Qingmei-BMW Intangible Heritage Protection and Innovation Center,” thus helping ICH enter modern life. In July, the “BMW China Cultural Journey” launched a cultural promotion project focused on the Grand Canal, delving deep into the ancient capital of Luoyang—a city steeped in millennia of history—and actively promoting the culture of the Grand Canal, attracting over 2.5 million online viewers. In October, BMW released its eighth self-driving guide to intangible cultural heritage—the “Henan ICH Self-Driving Guide.” Since its launch, the guide has garnered more than 4 million total views, significantly boosting the development of Henan’s cultural and tourism sectors. Whether it’s a century-old automotive manufacturer or a thousand-year-old intangible cultural heritage tradition, both continuously rediscover themselves through inheritance and uphold their unchanging spiritual essence through innovation—this is precisely the true essence of “innovation through inheritance.”

Reposted from Sina Auto

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