BMW China & BMW Brilliance Automotive Ltd. and the Protection Center of Intangible Cultural Heritage of China (PCICH), Chinese National Academy of Arts, declared a strategic partnership on Oct 6, 2008.
According to the cooperation framework, BMW will contribute a donation of RMB 1 Million to PCICH as part of the "Chinese Intangible Cultural Heritages Protection Fund". Meanwhile, 2008 “BMW China Culture Journey”, which will be kicked off in a week’s time, will become one of the most important events for the partnership.
This is the first time the intangible cultural heritage protection authoritative institution of Chinese government has joined hands with an enterprise to launch large scale intangible cultural heritage protection work, and it will have far-reaching impact in exploring new approaches for the harmonious development of traditional culture and modern society as well as launching social participation (especially enterprises) mechanism in the intangible cultural heritage protection work.
By People's Daily Online
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