Culture experts at the forum in Beijing on May 23. [Photo/China Daily]

BEIJING - On May 23, the 2011 "BMW China Culture Journey" forum brought cultural icons together at Guozijian - the former the imperial college for ancient dynasties - to review efforts over the past five years in recording and preserving the nation's culture.

An official event in national Cultural Heritage Day, the forum was the prelude to a 10-day BMW journey set to begin on June 9 "tracing back to the Central Plains - the birthplace of ancient Chinese culture".

A wide range of topics including preservation of culture and the relationship between tradition and modernity attracted hundreds of participants to the forum, while thousands more followed in an online microblog.

Archaeologists Tang Jigen and Liu Yiman shared with the audience the impact that Central Plains Culture had on the whole of Chinese civilization.

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Cui Yongyuan, an anchorman at CCTV, also a household name known for his humorous, easy-going and frank hosting style, joined the panel to explain what individuals could do to protect cultural heritage.

Renowned painter Chen Danqing shared his insight on the inheritance of China's traditional culture, national spirit and beliefs.

Ivan Koh, president of BMW China Automotive Trading Ltd, noted that the BMW brand in China has become closely linked with local culture through the event.

He said hoped the company will be able to share the many touching moments and experiences in activities to mark the five-year anniversary and attract more members to the journey

In 2007, a BMW fleet set off from Beijing and put BMW on the road to track the origins of Chinese history. The event was continued in the following years, becoming a signature event for the luxury carmaker.

Over the past five years, the BMW China Culture Journey has traveled some 10,000 kilometers and BMW donated more than 4 million yuan to 35 intangible cultural heritage projects and related research programs.

Through extensive media coverage and the annual cultural journey exhibitions, BMW has showcased more than 100 cultural treasures to the public.

"The BMW efforts fully attest to the unique charms of China's traditional culture and are indeed worthy deeds," noted Lu Pintian, a research fellow at Chinese National Academy of Arts, and deputy director of the Protection Center of Intangible Cultural Heritage of China.

The company also plans to have the fifth anniversary achievements exhibition in October this year, showing the public pictures, video materials, articles and performances given by folk artists.