Beijing state asset manager unveils 2025 cultural, sports program

Beijing State-owned Assets Management Co., Ltd. holds its 2025 Spring Cultural and Sports Launch Event in Beijing, April 25, 2025. [Photo courtesy of BSAM]

Beijing State-owned Assets Management Co., Ltd. (BSAM) unveiled its cultural and sports lineup for the remainder of 2025 at a launch event Friday, highlighting initiatives across its venues to boost tourism and entertainment spending in the capital.

The company, which operates major Olympic venues and cultural assets, announced programs including the Starlight Performance Season at the iconic "Bird's Nest" National Stadium, the Beijing New Year's Concert and activities at the renovated Longfu Temple area, all designed to enhance offerings for residents and visitors.

"We are committed to working with our partners to deliver a wide array of high-quality cultural, tourism, business and sports offerings, unlocking new consumption potential in the capital," said BSAM General Manager Guo Yonghao.

Guo emphasized the significance of the lineup in advancing the high-quality development of Beijing's cultural and sports industries while enriching residents' intellectual and cultural experiences.

BSAM said it will align its cultural and sports businesses to develop fresh approaches for culture and tourism consumption in 2025. The National Stadium will host more than 50 major performances throughout the year, while the National Aquatics Center, known as the Water Cube, will be transformed into an exhibition space featuring shows, including a national youth art exhibition. The National Speed Skating Oval, nicknamed the Ice Ribbon, will offer immersive performances blending Beijing's ancient history, Olympic heritage and futuristic technology. BSAM's Beijing Artists Management subsidiary will continue producing the Beijing New Year's Concert and Lao She Theater Festival.

BSAM noted it is focusing on converting sports venue foot traffic into consumer spending. In 2025, the Bird's Nest will host the 12th Longines Equestrian Beijing Masters, according to the company. Meanwhile, the Water Cube will feature youth innovation events like the Botball Educational Robotics Program competition to encourage creativity among young people, it added.

Beyond international events, BSAM subsidiaries are developing homegrown youth sports brands through competitions in tennis, soccer, baseball, athletics and fitness, the company said. These programs aim to offer platforms and diverse athletic experiences for youth development.

BSAM's Beijing Beiao Group will upgrade the Beijing Track & Field Open to accommodate participants aged 7 to 60. By adhering to Olympic-grade standards, the initiative aims to promote nationwide fitness and inclusive participation.

The launch event included the signing of multiple strategic cooperation agreements spanning conferences, commerce, culture, tourism and sports. These partnerships seek to drive urban consumption and build a sustainable cultural and sports economy in Beijing, according to BSAM.