What? The new generation operating system X has a "Twenty-Four Solar Terms" themed display? The BMW New Generation Concept Car unveiled at the Shanghai Auto Show leads the two-way convergence of "black technology" and "Chinese flavor," simply taking mobility innovation to a whole new level! BMW New Generation will have China-exclusive models!
The "BMW China Culture Journey" has launched its 2025 series of innovation initiatives with a new mindset of "innovation + responsibility," and through four major measures including "designing intangible cultural heritage + intelligent conceptual cultural creative products for BMW New Generation," it will add even more "Chinese flavor" to BMW New Generation China-exclusive models!
Inheritance lights up the future; humanity is the warmth of technology
Innovative measure one: In 2025, intangible cultural heritage inheritors will be invited and funded to enter the "Tsinghua Academy of Fine Arts-BMW Intangible Cultural Heritage Protection Innovation Base" to co-create with Tsinghua Academy of Fine Arts professors and design conceptual derivative cultural creative products for BMW New Generation. This project will select and fund inheritors of intangible cultural heritage such as lacquer art, weaving, embroidery, carving, ceramics, metalwork, olfactory design, woodcraft, and bamboo weaving to enter Tsinghua Academy of Fine Arts, where they will work with leading design masters from Tsinghua Academy of Fine Arts to jointly create pioneering conceptual intangible cultural heritage cultural creative products using "intangible cultural heritage + intelligence" as the design method.
The project will be advanced in three stages: the selection of intangible cultural heritage inheritors will launch in May, creative workshops and prototype development will take place from June to September, and the project results release stage will run from October to December. This project will select and fund 10 representative intangible cultural heritage inheritors to enter Tsinghua Academy of Fine Arts for study and co-creation. The selection criteria are: the intangible cultural heritage project must have the feasibility for large-scale transformation and production; the inheritor must have an innovative mindset and be able to adapt to cross-disciplinary collaboration; and national-level or provincial-level representative intangible cultural heritage inheritors will be given priority. The "Tsinghua Academy of Fine Arts-BMW Intangible Cultural Heritage Protection Innovation Base" welcomes eligible intangible cultural heritage inheritors to sign up enthusiastically by sending their personal resumes to [email protected] before June 15 to register.
Mr. Gao Xiang, President and CEO of BMW Group Region China, said: "BMW New Generation presents BMW Group's vision for future mobility of 'more human, more intelligent, more responsible' through responsible technological innovation. BMW's innovation goal will always be customer value. Many innovations of the New Generation come from China and are tailored for China in many aspects. 'Home in China' is not a slogan, but about embedding the innovation gene into local soil. Creating a cultural atmosphere with Chinese flavor for Chinese customers is also part of the emotional experience innovation of BMW New Generation. BMW respects tradition and inheritance, pays tribute to the classics, and faces the future. This is the design philosophy of the New Generation, and it is also how BMW enters the future."
Cultural heritage and cultural experience are important sources for people to gain emotional pleasure and resonance. Cultural inheritance is not about replicating the past, but about creating a more responsible future in the dialogue between ancient and modern.
Innovating through inheritance is the path for intangible cultural heritage to enter modern life, the way for BMW to enter the future, and also the design philosophy of BMW New Generation. The project will combine BMW's industrial design with the design strength of Tsinghua Academy of Fine Arts to promote the living inheritance and international dissemination of intangible cultural heritage, create cross-disciplinary works that combine cultural charm, intelligent innovation, and user experience, and explore a leading paradigm for "intangible cultural heritage entering modern life" in the contemporary era.
As early as 2023, the "Tsinghua Academy of Fine Arts-BMW Intangible Cultural Heritage Protection Innovation Base" already held the "Traditional Craft Innovation Design Competition from the Perspective of Circular Economy," encouraging intangible cultural heritage inheritors to use natural circular materials and traditional skills to create cross-disciplinary contemporary intangible cultural heritage cultural creative designs based on the concept of circular design.
Visiting the Sui-Tang Grand Canal, continuing to write a new chapter in the promotion of Grand Canal culture
In 2024, funded by the China Education Development Foundation—BMW Warm Heart Fund, and jointly hosted by BMW China and the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism of China, the "BMW China Culture Journey Grand Canal Cultural Protection and Education Public Welfare Project" was officially launched, focusing on the protection and promotion of tangible and intangible cultural heritage along the Grand Canal. The 2025 "BMW China Culture Journey" will launch a visit in July to the Henan section of the Grand Canal culture, focusing on the Central Plains hinterland along the Sui-Tang Grand Canal, continuing the theme of "Inheritance Lights Up the Future," and beginning a journey to trace Chinese civilization through "walking four thousand years." By seeing people, seeing objects, and seeing life, participants will personally experience the origin and evolution of Chinese civilization, explore the historical textures and life wisdom behind heritage, and draw wisdom and strength for entering the future.
The Grand Canal is a World Heritage site, representing "connection" and "mobility." BMW believes that culture connects people. BMW's focus on exploring and protecting canal culture and wisdom reflects BMW's commitment to respecting tradition and inheritance, cherishing cultural diversity, and promoting mutual learning among cultures and shared beauty.
Just off the tip of the tongue, yet into the heart: BMW crosses over with "A Bite of China" to share Chinese flavor
To further promote Grand Canal culture, the "BMW China Culture Journey," with the theme "Inheritance Lights Up the Future," has partnered across sectors with CCTV's nationally renowned food IP "A Bite of China" to launch the cross-disciplinary Vlog "Tasting Suzhou," deeply showcasing the beauty of flavors and the beauty of Suzhou embroidery along the Grand Canal, helping the Grand Canal heritage "become beautiful and come alive." At present, "Exploring the 'Flavor of the Canal'" has been launched on multiple mainstream platforms, with over ten million views, promoting the Grand Canal and its culture through content that the public enjoys, and raising public awareness of Grand Canal culture.
First intangible cultural heritage cultural creative product launched, helping fulfill the promise of "intangible cultural heritage entering modern life"
Recently, as the first innovative work of "BMW China Culture Journey" that incubates public welfare results into a cultural creative product—the "BMW Intangible Cultural Heritage Longquan Celadon Travel Tea Set"—was officially launched on the MY BMW APP, marking an important milestone in BMW's corporate social responsibility on the path of intangible cultural heritage protection, continuing the New Generation vision to "light up the future through inheritance," and truly helping "intangible cultural heritage enter modern life."
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 in Zhejiang Province, and Zhang Lei, a professor in the Department of Industrial Design at Tsinghua Academy of Fine Arts, perfectly integrating the concept of industrial design with the ancient craft of Longquan celadon making. The overall shape of the tea set overturns the formal paradigm of traditional Chinese tea utensils. Inspired by the minimalist front face of BMW New Generation and the BMW-first inward-facing central control in the BMW New Generation hypersensory intelligent cockpit, it gained widespread public attention and praise as soon as it was launched.
Only by putting responsibility first can one go steadily; only through long-termism can one go far
BMW Group has established the vision of "more human, more intelligent, more responsible" future mobility. Under the guidance of this vision, BMW Group believes that business success, the ecological environment, and social responsibility can go hand in hand without conflict. In China, BMW is by no means merely an automobile manufacturing company. Having been "Home in China" for 30 years, BMW has long been a member of Chinese society and is already an outstanding corporate citizen in Chinese society. BMW being "Home in China" means that BMW deeply participates in the core issues of Chinese society, earnestly fulfills its social responsibilities, and consistently creates long-term value for this home.
In 2008, BMW established the first corporate public welfare fund in China's automotive industry—the BMW Warm Heart Fund. In 2005, it launched the "BMW Children's Traffic Safety Training Camp," now in its 21st year; in 2007, it launched the "BMW China Culture Journey," now in its 19th year; and in 2021, it launched the "BMW Beautiful Home Action" to lead biodiversity protection and provide innovative solutions for major social issues in China.
