New World China Land Limited (“NWCL”, Stock Code: 917.HK) has been promoting community culture in recent years. Its “New World • City Trace Memories - A Tribute to Intangible Cultural Heritage” campaign has recently netted a Gold Award in the China Golden Awards for Excellence in Public Relations. Moreover, “New World China Week” was kicked off in the National Mall of Washington D.C., U.S. in May 2014. It will be followed by a sculpture exhibition in Hong Kong to promote intangible cultural heritage.
“New World • City Trace Memories” campaign has garnered a Gold Award in the category of “Community Relations – Culture and Sports” in the 11th China Golden Awards for Excellence In Public Relations organised by the Chinese International Public Relations Association (CIPRA), recognising NWCL’s efforts in preserving cultural heritage.
Marco Lam, Deputy General Manager, Corporate Communication expressed that it was an honour for “New World • City Trace Memories” campaign to be awarded the Gold Award in the China Golden Awards for Excellence in Public Relations. The four-month event involved online voting in Shenyang, Jinan, Wuhan, Chengdu, Guiyang and Guangzhou in which “My Favourite Intangible Cultural Heritage Items” were made into sculptures. Even more exciting was that NWCL was invited to bring intangible cultural heritage of Mainland China and Hong Kong to the international stage through “New World China Week” event in Washington D.C., U.S.
“New World China Week” was kicked off in the National Mall of Washington D.C., U.S. in May 2014. It is a large-scale Sino-American cultural exchange activity fully supported by NWCL; held by the organising committee of the U.S. “Asian-Pacific American Heritage Month”, the organising committee of Washington China Cultural Week and the U.S. Chinese Association; and co-organised by Chinese Embassy in America and Government of Washington D.C., with Art Professor Zou Wen of Tsinghua University as the chief planner.
In a bid to promote intangible cultural heritage of Hong Kong, NWCL invited Champion Lam Siu Ngong to demonstrate his handful skills of making “Yuanyang” beverage which is listed on the Draft Intangible Cultural Heritage Inventory of Hong Kong. Being a mixture of milk tea and coffee, “Yuangyang” symbolises Hong Kong’s uniqueness of integrating Western and Eastern culture. Moreover, over 10 experts of Chinese intangible cultural heritages also amazed the audience.
Vincent C. Gray, Mayer, District of Columbia has sent his best wishes for the first-ever held “New World China Week”. Li Jie, Minister of Embassy of the People’s Republic of China in the U.S.; Zhang Yi, Counselor and Deputy Consul General of Embassy of the People’s Republic of China in the U.S.; and Julie Koo, Executive Director of the Office on Asian and Pacific Islander Affairs and Marco Lam, Deputy General Manager, Corporate Communication officiated at the opening ceremony.
Following Mainland China and the U.S., NWCL will arrange exhibition showcasing intangible cultural heritage sculptures and organise interactive workshop in Hong Kong from July to August 2014, aiming to promote the heritage of Mainland China and Hong Kong.