BMW 2020 Chinese New Year corporate event in Wuzhen

A thousand BMW guests gathered in Wuzhen for a Chinese New Year celebration that blended tradition with contemporary event design. Through immersive cultural experiences and a reimagined festive atmosphere, the ancient town became a unique setting for connection, storytelling, and brand engagement.

On 15 January, Wuzhen Xizha welcomed nearly 1,000 guests and media from BMW East Region for a Chinese New Year Blessing Festival themed “Together for the New Year.” Set within the historic water town, the event brought together traditional Chinese customs and modern event planning, creating an experience that was both culturally rich and socially engaging.

Rather than a conventional corporate gathering, the festival was designed as an immersive journey into the spirit of Chinese New Year. Guests were invited to take part in hands-on activities deeply rooted in local heritage. At the indigo dyeing workshop, they explored the craftsmanship behind traditional blue calico, from pattern engraving to dyeing and drying. In the Wuzhen Post Office, handwritten New Year wishes were sent to loved ones, adding a personal and emotional layer to the experience. At Zhaoming Academy, participants wrote Spring Festival couplets, a symbolic tradition expressing hopes for prosperity and renewal.

Despite cold and rainy weather, the atmosphere remained lively throughout. The highlight of the evening was the long street banquet, a time-honoured local custom representing reunion and neighbourly warmth. Traditional foods such as rice cakes and tangyuan were served along the old streets, while artisans crafting sugar paintings and cotton candy added a sense of nostalgia and festivity. The setting transformed the town itself into a shared dining and celebration space.

Beyond cultural presentation, the event also reflected Wuzhen’s evolving role as a destination for international corporate events. By integrating traditional workshops, local food culture, and historic spaces into the programme, the town demonstrated how heritage environments can be adapted for contemporary brand experiences. From turning old streets into banquet venues to combining local customs with business hospitality, the festival highlighted new possibilities in event design.

Wuzhen Xizha has hosted over 10,000 MICE groups to date, spanning industries from automotive to technology and healthcare. Each event builds on a foundation of operational experience and attention to detail. Behind this festival was the coordinated effort of more than 4,500 staff, whose consistent approach ensures that every guest experience feels both seamless and personal.

For BMW and its guests, the event was more than a celebration—it was an opportunity to experience Chinese New Year in an authentic yet thoughtfully curated environment, where tradition and modernity come together in meaningful ways.