On April 28, the "BMW Intangible Cultural Heritage Longquan Celadon Travel Tea Set" was officially launched on the MY BMW APP, becoming the first BMW exclusive cultural and creative product with intangible cultural heritage characteristics in the BMW Lifestyle product line. This is the first innovative work of BMW's corporate social responsibility project "BMW China Cultural Journey" to incubate public welfare achievements into cultural and creative products, marking an important milestone on BMW's corporate social responsibility path of intangible cultural heritage protection, truly realizing the goal of helping "intangible cultural heritage enter modern life," fulfilling BMW's corporate social responsibility commitment to "provide innovative solutions and create value for Chinese society," and setting a new paradigm of "innovation + responsibility" for corporate social responsibility!
Innovating through inheritance, helping "intangible cultural heritage enter modern life"
In 2024, the BMW China Charity Fund funded and initiated the "BMW China Cultural Journey - Grand Canal Cultural Protection Project," selecting 10 distinctive intangible cultural heritage inheritors from along the Grand Canal and funding them to enter the "Tsinghua Academy of Fine Arts - BMW Intangible Cultural Heritage Protection Innovation Base" (hereinafter referred to as: Innovation Base), where they jointly designed and developed intangible cultural heritage cultural and creative products that combine fashion trends and modern practicality together with professors from Tsinghua Academy of Fine Arts. These 10 intangible cultural heritage inheritors are all younger-generation inheritors, and some even have international perspectives from studying abroad, covering representative skills such as Su embroidery, Yunjin brocade, blue calico, and Longquan celadon.
The "BMW Intangible Cultural Heritage Longquan Celadon Travel Tea Set" was jointly created by Shi De, an inheritor of Yue kiln celadon intangible cultural heritage from Zhejiang Province, and Zhang Lei, a professor in the Industrial Design Department of Tsinghua University Academy of Fine Arts, perfectly integrating the concepts of industrial design with ancient Longquan celadon craftsmanship.
The overall shape of the tea set overturns the traditional paradigm of Chinese tea utensil design. Its inspiration comes from the minimalist front face of BMW's Neue Klasse and the BMW-original driver-oriented central control in the BMW Neue Klasse ultra-sensory intelligent cockpit; in terms of craftsmanship, the tea set incorporates Yue kiln celadon firing techniques, presenting characteristics of a thin body and even glaze. At the same time, drawing on the high-end texture of BMW automotive interiors, it uses matte and glossy glazes to create a visual and tactile experience that is luxurious yet practical; in terms of color, it further breaks through the traditional tones of traditional celadon and caters to the personalized preferences of modern consumers, launching a total of 8 color schemes: powder green, smoky ink, yellow chestnut, purple, rouge red, rainbow blue, ginger red, and kuihua yellow-green. The usage scenarios balance portability and practicality, satisfying young users' expectations for a refined life during high-speed rail travel, self-driving trips, and picnics - whether for urban commuting or short trips, one can enjoy a full sense of tea-drinking ritual at any time. This intangible cultural heritage cultural and creative product went on sale to the public on the MY BMW APP on April 28, 2025. Users can log in to the mall to purchase it and personally experience the integrated charm of intangible cultural heritage in modern life.
"BMW China Cultural Journey" has protected China's intangible cultural heritage for 19 years, perfectly interpreting BMW's philosophy of "Home in China." BMW cherishes cultural diversity, respects tradition and inheritance, and understands China and knows China.
The BMW Neue Klasse, which just made its debut at the Shanghai Auto Show a few days ago, represents the BMW Group's vision for the future of "a smarter, more human, and more responsible future of luxury mobility." Following BMW's "Home in China" strategy, BMW's China R&D team has driven the development of all China-exclusive models of the Neue Klasse - these cars are born in China and for China, responding to the cultural, aesthetic, and functional needs of Chinese users. For example, Chinese culture and functional needs are further integrated. In the user interface design, design elements with Chinese cultural characteristics such as the "24 solar terms" can be projected onto the panoramic vision display.
Mutual learning among cultures, beauty shared by all
Recently, the General Office of the State Council issued a notice on "Several Measures on Further Cultivating New Growth Points and Prosperity of Cultural and Tourism Consumption," strongly advocating the development of fashionable China-chic products and encouraging in-depth cooperation among intangible cultural heritage inheritors, designers, artists, entrepreneurs, and others to jointly develop intangible cultural heritage cultural and creative products with contemporary relevance and cultural connotation.
BMW has long been at the forefront in this field. In 2007, BMW launched the "BMW China Cultural Journey" project, dedicated to the protection of China's intangible cultural heritage culture. In 2016, BMW and Tsinghua University Academy of Fine Arts established the "Tsinghua Academy of Fine Arts - BMW Intangible Cultural Heritage Protection Innovation Base," with the purpose of "empowering intangible cultural heritage inheritors and helping intangible cultural heritage enter modern life," funding intangible cultural heritage inheritors to pair with professors from Tsinghua Academy of Fine Arts, develop and design modern intangible cultural heritage cultural and creative products based on intangible cultural heritage cultural elements, and systematically promote the concepts and successful cases of intangible cultural heritage protection and innovation through exhibitions, publication of innovative case collections, and other means. In 2019, the "Huacai Huiyao Collector's Edition" 7 Series intangible cultural heritage car jointly designed by BMW and Tsinghua University Academy of Fine Arts brought together multiple traditional crafts including Su embroidery, ji-blue glaze, and jiangzhenxiang, perfectly demonstrating the integration of traditional craftsmanship and modern industrial design, and of Chinese traditional culture and Western luxury manufacturing, realizing the original intention of "BMW China Cultural Journey" of "mutual learning among cultures, beauty shared by all."
In BMW's view, balancing economic, ecological, and social interests is the foundation of business success.
Only by putting responsibility first can one proceed steadily; only through long-termism can one go far. Over the 30 years since entering China, BMW has always paid attention to China's social development issues, striving to provide solutions in innovative ways and become an outstanding corporate citizen of "Home in China." In 2008, BMW established the first corporate public welfare fund in China's automotive industry - the BMW China Charity Fund. In 2005, it launched the "BMW Children's Traffic Safety Training Camp," which has now run for 21 years; in 2007, it launched the "BMW China Cultural Journey," which has now run for 19 years; in 2021, it launched the "BMW Beautiful Home Action" to lead biodiversity protection, providing innovative solutions to major social issues in China.
