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BMW’s China Culture Journey Festival


As BMW’s iconic program of strategic CSR, BMW China Culture Journey is committed to exploring traditional Chinese culture and promoting the safeguarding and development of intangible cultural heritage. This project has created a successful model of corporate engagement in intangible cultural heritage safeguarding. Initiated in 2007, BMW China Culture Journey has visited 317 intangible cultural heritage items in 22 provinces and municipalities, with over 16 million RMB donation to support the safeguarding of 90 intangible cultural heritage items.



Following the principle of “teaching a man how to fish rather than giving him a fish” and the concept of “integrating intangible cultural heritage into modern life” as advocated by the Ministry of Culture, BMW China Culture Journey upgraded its strategy from charitable donations to enabling



From November 10 to 12, the 2017 BMW China Culture Journey Festival will be open to the public free of charge at the Plaza of Ace Café at 751 D-park. As the concluding finale of the series of innovation events of the 2017 BMW China Culture Journey, the festival provides an exciting public interactive experience themed on intangible cultural heritage. The event brings together the innovation achievements of the BMW China Culture Journey Program and elaborates on the innovative idea of “Integrating Intangible Cultural Heritage into Modern Life” to the public.



The Festival features five distinct events, these being the Gala Night, Creative Lifestyle Room, Handicraft Bazaar, Inspiration Land, and Interactive Workshops. The event brings together the innovation achievements of the Intangible Cultural Heritage Crossover Incubation Program and the Tsinghua BMW Innovation Center for Intangible Cultural Heritage Safeguarding. Besides, the inheritors who were studying at the innovation center will be displaying their latest unique works of creativity at the Festival. All of the works on display are available to purchase.


November 10 to 12 from 10am-5pm
Plaza of Ace Café
751 D Park



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