2025 "BMW China Culture Journey Grand Canal Conservation Public Welfare Project" Visits the Sui and Tang Grand Canal

On July 14, the "BMW China Cultural Journey: Grand Canal Cultural Preservation and Education Public Welfare Project," funded by the BMW Charity Fund and jointly organized by BMW China and the China Center for International Cultural Exchange under the Ministry of Culture and Tourism, officially kicked off with a visit to Luoyang, the ancient capital that marks the western starting point of the Sui-Tang Grand Canal. This marks the second phase of the project since its launch last year by the collaborating partners, aiming to focus on safeguarding and promoting both the tangible and intangible cultural heritage along the Grand Canal.

This year, the "BMW China Culture Journey" launched three major initiatives guided by the principle of "Innovation + Responsibility":
First, innovative cross-border practices in intangible cultural heritage: The BMW Charity Fund will sponsor 10 inheritors of intangible cultural heritage—representing diverse ethnic groups and traditional skills—to join the "Qingmei-BMW Intangible Heritage Protection and Innovation Base." There, they will collaborate with Qingmei professors to create "conceptual ICH-inspired cultural products for BMW's next-generation design," setting a real-life example of "innovation rooted in tradition." Second, unlocking the millennia-old secrets of the Sui and Tang Grand Canal: Under the theme of "Innovation through Tradition," this initiative will combine "offline exploration with online engagement" to showcase Henan's rich historical and cultural heritage, delving deep into the canal's iconic "top-tier code." Third, a fresh self-drive travel guide: The launch of "BMW China Cultural Journey—Henan ICH Self-Drive Guide" unveils the mysteries of "Why China," while also boosting the development of Henan's cultural and tourism sectors.

Just two weeks ago, BMW released the "BMW Brilliance 2024 Sustainability Report," marking the company's 12th consecutive year issuing a sustainability report. This comprehensive document vividly showcases BMW's steadfast commitment and innovative achievements as it deepens its green transformation journey in China. BMW's approach to sustainability goes beyond just environmental concerns like greening and carbon reduction—it also emphasizes the balanced development of people, society, and the environment. Dr. Daniel Kirchert, President and CEO of BMW Brilliance Automotive Ltd., highlighted at the launch ceremony: "BMW Group has set a visionary future for mobility that is 'more human-centered, smarter, and more responsible.' This belief has already materialized in BMW's most ambitious innovation yet—the BMW Neue Klasse. At BMW, we honor tradition while continuously innovating within that legacy—a philosophy that not only defines our path into the future but also shapes the design ethos of the BMW Neue Klasse. Innovation remains the driving force propelling BMW forward as an industry leader, while responsibility guides us toward shaping a sustainable future. For 19 years, the 'BMW Cultural Journey in China' has been dedicated to safeguarding China's intangible cultural heritage, demonstrating our unwavering commitment to long-term preservation. We firmly believe that pursuing business success and fulfilling corporate social responsibility can—and indeed must—go hand in hand." Innovation through传承, where ancient intangible cultural skills meet theBMW Neue Klasse?

To help "integrate intangible cultural heritage into modern life," the BMW Charity Fund has supported multi-ethnic inheritors of intangible cultural heritage to join the "Qingmei-BMW Innovation Base for Intangible Heritage Protection." Drawing on skills such as Luoyang Tricolor Glazed Pottery, herbal remedies and incense-making, guqin instrument crafting, Tibetan copper locks, Xiangyunsha silk fabrics, bamboo weaving, and brocade weaving, these artisans will collaborate with Qingmei professors to co-create cutting-edge conceptual cultural and creative products inspired by BMW's next-generation designs. This initiative aims to promote the dynamic preservation and global outreach of intangible heritage, fostering cross-disciplinary works that seamlessly blend cultural richness with innovative flair. This project marks a design challenge rooted in authentic real-life scenarios—a thrilling, large-scale training exercise meticulously crafted by the "Tsinghua University Academy of Arts & Design-BMW Innovation Base for Intangible Heritage Protection," leveraging nearly a decade of accumulated expertise in intangible heritage preservation and innovation, all geared toward empowering young inheritors of these invaluable traditions!

During their visit to Luoyang Sancai, BMW's next-generation designers and the inheritors of Luoyang Sancai's intangible cultural heritage shared insights under the theme "Innovation through Tradition," exploring the seamless fusion of Eastern aesthetics with Western industrial design—and how this synergy can transform "cultural respect" into exceptional user experiences. This cross-border collaboration between BMW's new-generation models and the millennia-old art form of Sancai is a vibrant embodiment of BMW's commitment to "Belonging in China, Understanding China." By integrating China's rich local culture into the upcoming BMW next-generation designs, BMW is crafting tailor-made solutions for Chinese consumers, such as the innovative 24 Solar Terms-themed display featured inside the vehicle.

Civilizations thrive through diversity, inspire each other via exchange, and evolve by learning from one another. For 19 years, the "BMW China Culture Journey" has been dedicated to preserving intangible cultural heritage, supporting nearly 1,000 inheritors of these traditions along the way—and reaching an impressive audience of 218 million people in total. In 2024, the initiative leveraged live-streaming, creative cultural product development, and the release of self-driving tour guides to virtually take 4 million members of the public on a journey along the Grand Canal. This effort not only boosted the commercialization of culturally inspired products but also showcased real-world examples, such as the collaboration between Zhejiang’s Longquan celadon artisans and Professor Zhang Lei from Qingmei Design Studio, resulting in the launch of exquisite Longquan tea sets available for purchase now on the MY BMW app. BMW continues to celebrate and cherish cultural diversity, embodying the vision of "harmonious coexistence and shared beauty."

In the fiercely competitive industry landscape, BMW, as a century-old enterprise, has always remained committed to upholding the legacy of "pure driving pleasure." We continue to lead technology toward positive impact through responsible innovation, while respecting local cultures and cherishing cultural diversity—values that resonate deeply with China's societal efforts to promote and celebrate its time-honored traditions. In 2025, the "BMW China Culture Journey" will embark on an exploration of Luoyang, the ancient capital of 13 dynasties, visiting the Erlitou Xia Capital Site to uncover the origins of Chinese civilization and ponder the question: "Why China?" Together with our stakeholders, we’ll delve into the very roots of Chinese culture embedded in "the earliest China." But this journey goes beyond mere discovery—BMW is thrilled to unveil the highly anticipated "China Grand Canal Henan Intangible Cultural Heritage Self-Drive Travel Guide," the eighth installment in the "BMW China Culture Journey" series. This guide is not only brimming with rich cultural insights but also infused with a profound sense of responsibility, making it the perfect companion for your next meaningful journey.
Whether it's a century-old automotive enterprise or a time-honored intangible cultural heritage passed down through millennia, both continuously rediscover themselves through传承 (tradition) while embracing innovation to uphold their enduring spiritual essence. This is precisely the true meaning of "innovation within tradition." BMW Group has set a visionary future for mobility that is "more human-centered, smarter, and more responsible." Guided by this vision, BMW Group firmly believes that commercial success, environmental sustainability, and social responsibility can—and indeed must—go hand in hand. In China, BMW is far more than just an automobile manufacturer. For the past 30 years, BMW has been deeply rooted in Chinese society, becoming an integral part of it and earning recognition as a distinguished corporate citizen. To "belong to China" means that BMW actively engages with core societal issues in China, earnestly fulfills its social responsibilities, and consistently strives to create lasting value for the communities it serves. Back in 2008, BMW established the first corporate philanthropy fund in China’s automotive industry—the BMW Charity Fund. Since its launch in 2005, the "BMW Children's Traffic Safety Training Camp" has been running for 21 years, while the "BMW China Culture Journey," initiated in 2007, has already spanned 19 years. In 2021, BMW introduced the "BMW Beautiful Home Initiative," which has since spearheaded innovative solutions to biodiversity conservation, addressing critical social challenges in China.

Translated from Sina Auto

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