In 2024, BSAM gives full play to its industrial cluster advantages in the fields of culture, sport and parks, pushes forward the organic integration of diversified consumption formats with high-quality culture, sport, tourism and commerce services and products, and holds more than 2,100 consumption activities in the form of artistic performance, sports event, lifestyle fair, exhibition and display throughout the year, attracting 10.65 million persons. BSAM makes every effort to contribute to developing Beijing into a national-level cultural center and international consumption center.
Stimulating the vitality of Double Olympics legacy and unleashing consumption space of “Olympics+”
As both constructor and operator of “Double Olympics Venues”, BSAM fully taps into the resources of Three Olympic Venues, namely, National Stadium (“Bird’s Nest”), National Aquatics Center (“Water Cube/Ice Cube”) and National Speed Skating Oval (“Ice Ribbon”), and fully unleashes the new consumption space of “Olympics+” by offering diversified service products.
In 2024, a series of top-grade international sporting events are staged in Three Olympic Venu. National Aquatics Center presents 2024 FINA Synchronized Swimming World Cup (Beijing Station), the first international Class A water sports event after the Beijing 2022 Winter Olympics and Paris 2024 Summer Olympics. Nearly 100 swimmers from 14 countries compete fiercely, and Chinese Synchronized Swimming Team ranks No.1 in the total number of gold medals and total number of medals. Beijing people appreciate the world-class “water ballet” and charming Chinese Synchronized Swimming Team. 2024-2025 ISU Speed Skating World Cup (Beijing Station is also starry and exciting in National Speed Skating Oval. As “talent legacy” of the Beijing 2022 Winter Olympics, ice making team of National Speed Skating Oval not only independently makes ice for the first time, but also carries out process optimization in ice pouring method, slope treatment and other aspects, providing high-quality ice surface for speed skaters from all countries to perform well on the fastest skating rink. In National Stadium, during the wonderful 11th Longines Beijing Masters, equestrians and horses exemplify elegance, courage, agility and speed, fascinating all spectators. Since the inception in “Bird’s Nest” in 2011, this event has also developed into one of the largest international equestrian events in Asia and become a window to showcase Chinese equestrian sport.
While introducing top-level international events, Three Olympic Venues are actively dedicated to sports competitions in Beijing-Tianjin-Hebei Region and even the whole country, and they are also used for mass sports events. National Aquatics Center is used to hold Beijing-Tianjin-Hebei Swimming Open and the 10th Beijing Mass Swimming Competition, “Water Cube” Youth Swimming Open, Youth (Short Course) Swimming Invitational and “Ice Cube Cup” Curling Invitational, attracting 4,200 swimmers. National Speed Skating Oval is the place for 2024 National Short Track Speed Skating Championships, Beijing Open Speed Skating Championships and Beijing-Tianjin-Hebei Speed Skating Challenge. In accordance with the standard of the “Olympic Record Wall”, “Citizen Speed Skating Record Wall of Ice Ribbon” stands in the center of competition site, where the winners’ results of “Ice Ribbon” citizen speed skating series are recorded so that people can marvel at the glorious Olympic Games and understand the heritage of the Olympic Spirit in this Olympic venue.
Large stadiums are not only sports halls, but also ideal places for artistic performances. From the spring to the autumn of 2024, it has become a local fashion to go to the concerts in “Bird’s Nest”, where 39 large-scale concerts attract more than 2.16 million audiences, with an average of more than 55,000 audiences, setting a record high. In the world premiere of the large-scale musical drama Summoned by Dunhuang, directed by Tian Qinxin, the unique charm of the excellent traditional Chinese culture was brilliantly presented in “Ice Ribbon”.
BSAM fully taps into place resources of the Olympic venues and fuel tourism and commercial consumption with cultural, sports, competition and performance activities. Relying on cultural, sports, competition and performance activities, Three Olympic Venues respectively present the 1st Bird’s Nest Sports and Culture Consumption Festival, “ICE CUBE Waterfront Assembly” Leisure Night Fair, “2024 Honor of Kings Co-Creation Night” Garden Party, “Ice Ribbon” Car Life Festival and other consumer fairs, meeting the people’s multi-dimensional consumption needs for cuisine, tourism, shopping and entertainment.
Cultural and creative products of Three Olympic Venues are also quite popular. Cultural and creative bag, made of “Bird’s Nest” snowflake-shaped seat cover for opening and closing ceremonies of the Beijing 2022 Winter Olympics, has become a unique way for the public to collect and commemorate the Beijing 2022 Winter Olympics. Limited "Bird’s Nest" Water Cup, co-branded with a certain band, is fervently sought after. “Hand Holding Future · Banknote Art Curling” by the "Water Cube" and "Reflection Cup" by “Ice Ribbon” are also cultural and creative knockouts widely favored by the people.
In wintertime, Three Olympic Venues launch a variety of ice and snow carnivals. Bird’s Nest Happy Ice and Snow Season comes back as an upgrade version in cooperation with Eggy Party, presenting the first winter park tour project integrating digital and realistic styles in large-scale sports stadium, and offering immersive ice and snow tour for all tourists. New Year’s Eve Celebration is held during the Ice Cube Winter Sports Fan Season, offering exclusive IP-themed items for skating fans, such as curling experience, ice game, ice bowling and ice dance. During Ice Ribbon Ice Carnival Season, “Ice Ribbon” with area of nearly 20,000 square meters, is equipped with winter amusement facilities for all age groups, featured by 11 parent-child amusement items, including Snowstorm Hurricane, Snow Circle Slideway, Snowfield Bungee Jumping and Snowfield Tank. Winter specialty cuisine area is also available.
In addition, Three Olympic Venues tap into the venue space and diversify a full range of sports formats. Following physical fitness club and football club , Bird’s Nest Tennis Club once again expands the new territory of youth sports training for “Bird’s Nest”. Designed to build an integrated system for water and ice competition and training, National Aquatics Center has presented a dozen service products, such as swimming, curling, skating, tennis, table tennis and canoeing. National Speed Skating Oval has established a youth growth center, which specializes in training courses under themes of sports, art, science and technology. Skating club and table tennis club, led by world champions and Olympic champions, also settle in “Ice Ribbon”.
In 2024, Three Olympic Venues present 45 large-scale activities with individual size of more than 10,000 persons, receive and serve 6.6 million tourists and visitors of all kinds, make the Olympic legacy truly benefit ordinary people, emerge as important growth engine for local consumer market, and turn into high-quality resources to satisfy the people’s yearning for a better life.
Embellishing the characteristic cultural tourism brand and gaining new momentum of Beijing consumption market
As a municipal-level state-owned enterprise with early footprint in the cultural and sport industry, high concentration of resources, large scale and multiple categories, BSAM has been engaged in Beijing cultural and sport industry for more than 20 years. BSAM vigorously creates a number of urban cultural and sport tourism project brands with international artistic standards, cultural characteristics of Beijing and popularity among consumers, injecting a stable flow of new momentum into Beijing consumption market.
As the official sports exhibition and award ceremony service sponsor of the Beijing 2022 Olympic and Paralympic Winter Games, Beiao Group, based on the valuable experience in the service of “Double Olympics”, hosts many high-quality public events, such as BOB Beijing MC Marathon, BOB Beijing Tongzhou Canal Half Marathon and “Beijing · City Tour” Happy Football Carnival. Beiao Group pays attention to the integration of the events with the city and the public, closing intertwining Beijing culture and sports exchanges and sparkling the consumption potential of this city.
In golden autumn, Fengtai Sports Center Guizhou witnesses that Village Super League Brand is introduced to Beijing. Village (community) football teams from Rongjiang County, Guizhou Province, Zibo City, Shandong Province and Fengtai District, Beijing compete together on the pitch. Before and during the matches, songs of the Dong resound over night sky, Supreme Beauty of Ancient Charming Fan and Hangu Cymbal Performance radiate national characteristics. Special products, such as Guizhou batik, passion fruit and handmade clay sculptures, are displayed in the football culture carnival fair to feast spectators’ eyes, diversifying the cultural and sports life of Beijing people and boosting rural revitalization.
As the first time-honored performing arts enterprise in Beijing, Beijing Artists Management Corp., Ltd. (BJAMC) works hard to forge its own brand, playing its role in building Beijing into a performing arts hub. BJAMC has held Beijing New Year Concert for 29 consecutive years, becoming an iconic music event and cultural hallmark of Beijing. Lao She International Theater Festival, annual cultural event opening eighth edition in Beijing, always takes responsibility for “calling for the spirit of drama and literature”, probes into the emotions of the people, and tells the story of Beijing. The dramas Rickshaw Boy and Yun He 1935, the family musical Monsters in the Forbidden City and a number of original literary and artistic masterpieces with Beijing characteristics have been created, helping shine cultural icon of “Special Exhibition on Bravo to Beijing”,. In 2024, BJAMC further expands the music format, and jointly presents eight performances themed with "Four Seasons Music" throughout the year with Beijing Exhibition Center Theater, offering more wonderful music shows for local music lovers. BJAMC innovatively presents immersive interactive drama Children’s Tour of The Classic of Mountains and Seas, creating new scenario of “performing arts+” experience and gaining box office smash and great popularity. In 2024, BJAMC organizes and operates 1,226 performances for more than 100,000 audiences.
Demonstrating new scenarios, new platforms and new experiences and starting new engines of consumption growth
With a long history of 600 years, Longfu Temple was once the place of “famous temple fair in the capital city” and was known as “number one among all trade fairs”. Under the operation of Beijing Xinlongfu Culture Investment Co., Ltd under BSAM, Longfu Temple, as a representative project of urban renewal, is actively developing into new landmark of cultural consumption in Beijing and vigorously innovating and fostering integrated consumption scenarios. A number of domestic first stores, flagship stores and innovative concept stores have successively converged here. Beijing Xinlongfu Culture Investment Co., Ltd also designs and presents independent IP themed activities, such as “Longfu Happy Event” and “People’s Market New Year Fair”. More than 70 cultural and leisure consumption activities, including stylish fairs, themed exhibitions and community activities, hold the spotlight in 2024, constantly telling the new story of Longfu Temple with innovative consumption scenarios and revitalizing this old urban area.
To inject cultural connotation into digital technology, National Stadium launches “Meet · Double Olympics” Bird’s Nest AR Tour, blends Olympic culture and exhibits realistically and virtually with the help of cutting-edge AR technology, and helps all visitors immerse in the glory of “Bird’s Nest”. In cooperation with Henan Radio and Television Media Group, XR large-space immersive exhibition Night Banquet in Tang Dynasty Palace applies the most advanced LBE large-space entertainment technology and XR headset equipment, combines traditional culture with modern building “Bird’s Nest”, and amazes the audiences with the Chinese millennium-old context through immersive interaction. National Aquatics Center offers a light and shadow show Honor The Water featuring creativity and high technology, bringing the audiences the unique experience and thrilling audio-visual enjoyment. National Speed Skating Oval presents “Ice Ribbon” series digital collection, which is sold online in the form of blind box and enables culture with digital technology.
