BMW, the German luxury vehicle maker, launched the "BMW China Culture Journey" campaign in 2007 to protect traditional Chinese cultural heritage. The campaign continues this year and the 8-day journey starts in Guizhou province.

Increasing public awareness plays a fundamental role in protecting China’s intangible cultural heritage said Luo Wei, deputy director of China Intangible Cultural Heritage Center. Luo spoke during the June 27 2014 “BMW China Culture Journey” kick-off and donation ceremony.

Luo Wei, deputy director of China Intangible Cultural Heritage Center spoke at the 2014 “BMW China Culture Journey” Kick-off & Donation Ceremony on 27 June.

Over the past seven years, the BMW campaign has seen people travel across 20 provinces, autonomous regions, and municipalities to explore six major eco-cultural preservation zones and more than 170 intangible cultural heritage projects.

Up until 2013, the BMW program has donated more than 6 million yuan ($1 million) to 64 intangible cultural heritage projects, Luo said. At the ceremony, the automaker donated 400,000 yuan ($66,000) to Guizhou’s intangible cultural heritage projects.

The Lusheng dance played at the ceremony

This year's theme is "embracing the colorful Guizhou, a spiritual homeland of harmony". The trip has two separate routes, one to the eastern and western areas of Guizhou. The tour includes showcasing Lusheng (a reed-pipe instrument) dance, Anshun local opera (Dixi opera) and listen to traditional songs and music played on copper drums.

“BMW China Culture Journey” will start an eight-day trip in Guizhou.

Throughout the eight-day journey both routes will get firsthand experience of local food, folk customs and craftsmanship of Guizhou. Tour participants will see more than 40 intangible cultural heritage items in their natural habitants.