Core Viewpoint - BMW China is launching a series of innovative actions under the theme of "Innovation + Responsibility" to enhance the cultural experience of its new generation of vehicles in China, incorporating traditional elements and modern technology [1][3]. Group 1: Innovative Actions - The first initiative involves inviting and funding intangible cultural heritage (ICH) inheritors to co-create conceptual cultural products at the "Qingmei-BMW ICH Protection Innovation Base," selecting 10 inheritors from various crafts such as lacquer art, weaving, and ceramics [5][6]. - The second initiative will explore the cultural heritage along the Grand Canal in Henan, focusing on the theme "Inheritance Lights Up the Future," and will be part of a public welfare project supported by the BMW Love Fund [8]. - The third initiative includes a collaboration with CCTV's popular food program "A Bite of China" to produce a cross-border Vlog titled "Savoring Suzhou," showcasing the culinary and cultural richness of the Grand Canal region [10]. - The fourth initiative aims to bring ICH cultural products to market, with the launch of the "BMW ICH Longquan Celadon Travel Tea Set," designed in collaboration with a heritage inheritor and a professor from Tsinghua University, reflecting a modern interpretation of traditional tea ware [12]. Group 2: Cultural Commitment - BMW emphasizes that its commitment to social responsibility and cultural heritage is integral to its operations in China, having established the first corporate public welfare fund in the Chinese automotive industry and engaging in various community initiatives [12].
为新世代车型再添“中国味”，“BMW中国文化之旅”启动系列创新行动