A poster of BSAM's 2024 Spring Cultural and Sports Launch Event. [Photo courtesy of BSAM]

The Beijing State-owned Assets Management Co., Ltd. (BSAM) launched the WeChat mini-program "Red Fruit," a digital interactive platform, at its 2024 Spring Cultural and Sports Launch Event on Wednesday. This initiative aims to further bolster Beijing's cultural, sports, and tourism sectors.

According to Guo Zhiguo, deputy general manager of BSAM, "The platform enables users to reserve tours, buy tickets for sports and performance events, engage in cultural and creative fairs, and access preferential discounts."

Guo added that the platform utilizes digital technology to provide a one-stop service, striving to showcase the capital's premier cultural works and connect enterprises with consumers.

In addition, 98 cultural and sports initiatives were unveiled at the event. "In 2024, we will continue to enhance our cultural and sports branding, offering a wider variety of high-quality cultural and sports services," Guo stated.

According to partial statistics, in 2023, BSAM hosted more than 20 major international sports competitions and over 600 cultural shows, serving more than 7 million individuals.

In 2024, BSAM subsidiaries in the cultural and sports sectors are set to innovate their business models to enrich citizens' daily lives. Notably, the National Stadium, or the Bird's Nest, is scheduled to host dozens of international top-tier competitions and large-scale concerts throughout the year. The National Aquatics Center aims to propel both aquatic and ice sports forward with its "dual-drive" approach, aiming to host at least 12 events over the year. The National Speed Skating Oval, also known as the Ice Ribbon, is committed to exploring new operational approaches for major ice venues by hosting high-level competitions, including the International Skating Union Speed Skating World Cup and the Chinese National Speed Skating Championships.

The Beijing Beiao Group is gearing up to host the Beijing MC Marathon and the Beijing Track & Field Open again in 2024. Additionally, the group will continue innovating in the management of Fengtai Sports Center by introducing soccer, frisbee, and flag football events, alongside a wide range of fitness activities and sports training programs. The Beijing Artists Management Co., Ltd. will also collaborate with the Beijing Exhibition Theater to present 12 music activities throughout the year.

Moreover, new cultural and sports consumption scenarios will be developed to enhance the consumer experience and further invigorate the capital's consumption market. For instance, the Bird's Nest will host nine distinctive festivals, including a China-chic festival, an international tourism consumption festival, and a metaverse digital experience festival. Meanwhile, the National Aquatics Center will introduce a multimedia sports show that combines aquatic performances with technology, providing visitors with a high-quality, immersive, audio-visual experience.

The mascots of the Bird's Nest make their official debut at the launch event, March 20, 2024. [Photo courtesy of BSAM]

At the launch event, the mascots of the Bird's Nest, "Chao (Nest in English) Tuan Tuan" and "Chao Yuan Yuan," made their official debut, showcasing a clever fusion of traditional Chinese cultural elements with cutting-edge technology, embodying both the Olympic spirit and the allure of the Bird's Nest.

"Moving forward, we will further enhance our cultural and sports offerings to cater to the public's diverse consumption demands, thus fostering the development of Beijing's cultural landscape," Guo said.