修丽可五年敦煌公益：一场关于“双重守护”的长期实践

Core Viewpoint - The article emphasizes the long-term commitment of the company, Shiseido, to cultural heritage protection through its partnership with the Dunhuang Research Institute and the China Dunhuang Grottoes Protection Research Foundation, highlighting the integration of modern technology and traditional craftsmanship in preserving the Dunhuang caves [4][9][27]. Group 1: Cultural Heritage Protection Initiatives - In 2019, Shiseido began its involvement in the protection of Dunhuang cultural heritage and has since deepened its commitment through the "Guarding the Caves, Guarding Beauty" initiative, which aims to enhance public awareness and support for cultural heritage [4][7]. - The "14th Five-Year Plan" for cultural development in China has included cultural heritage protection as a national strategy, positioning the Dunhuang caves as a vital link between Chinese and global civilizations [5]. - The company has launched various initiatives, including a documentary titled "Beauty, Not Oxidation," to raise public awareness about the importance of protecting the Mogao Caves [5][7]. Group 2: Innovative Approaches to Cultural Engagement - Shiseido has introduced innovative experiential formats to make cultural heritage protection tangible, allowing participants to engage directly with the restoration processes of the murals and sculptures [16][17]. - The company has collaborated with the Beijing Exhibition Center to expand the influence of its cultural heritage initiatives, reinforcing its brand vision of "Guarding Beauty" [19][21]. Group 3: Long-term Commitment and Brand Philosophy - Shiseido's actions reflect a commitment to corporate social responsibility (CSR), balancing commercial and social values while actively participating in cultural heritage protection [23]. - The brand's focus on scientific skincare aligns with its cultural initiatives, creating a narrative of "dual protection" that addresses both skin health and the preservation of cultural artifacts [26][27]. - Over five years, Shiseido has evolved its approach from simple donations to comprehensive engagement, demonstrating that corporate philanthropy can be a core strategic element rather than an ancillary activity [21][27].