Ora launches initiative to protect intangible cultural heritage

Ora, Great Wall Motors' electric arm, launched an initiative on Friday to help women artisans protect intangible cultural heritage.

The initiative was set up in cooperation with the China Women's Development Foundation and iFeng.com.

Ora said this is part of its corporate social responsibility efforts and also shows its spirit to show more care for women.

The initiative aims to help women artisans who specialize in such items as Qiang embroidery and Dongxiang embroidery to showcase and pass on their skills.

Ora said it will integrate resources to incorporate their works into their vehicles and events and invite car owners and fans to explore the items of intangible cultural heritage.

The brand will also hold charity sales and present the women artisans' works at Ora's annual galas.