BMW China and BMW Brilliance Automotive have announced that they are to establish strategic cooperative relations with the China Intangible Cultural Heritage Protection Center at the Chinese National Academy of Arts.

BMW will donate CNY1 million to the center as start-up capital and part of the China Intangible Cultural Heritage Protection Fund which will focus on the protection of intangible cultural heritage of China.

The 2008 BMW China Culture Journey, following its success in 2007, will start on October 14, 2008 as one of the serial activities of the 2008 China Cultural Heritage Day.

It is reported that BMW and the China Intangible Cultural Heritage Protection Center will hold the 2008 BMW China Culture Journey Exhibition by the end of 2008, hoping to arouse the awareness and support of the public for the protection of China's intangible cultural heritage.