Tracing back to 1890——
The dreams our ancestors once pursued
A journey through life and death, a courage to realize one’s true self
This year, our shared expedition
At 40 degrees north, venturing deep into the heart of Asia
The winds that sweep across the Aegean Sea, the maidens of Kazakhstan we adore
Crossing icy glaciers, from the solitary smoke of the desert to the Mongolian grasslands
From the boldness of the Greater Khingan Range to the gentle beauty of the Bohai Sea coast
Northmen, the Journey Across Asia
Following in the footsteps of our ancestors, recalling lost civilizations…
In the height of summer this July, an expansive expedition spanning thousands of miles is about to set off. This thrilling journey by a four-wheel-drive convoy will traverse the entire Asian continent, starting in Istanbul, Turkey, and ending in Tianjin, China. Covering a total distance of over 16,500 kilometers and passing through eight Asian countries. As the organizer and sole sponsor of this event, BEAUME Northmen will provide the team members with cutting-edge outdoor gear to ensure maximum protection and a smooth journey.
As for why BEAUME is organizing this Journey Across Asia, as we all know, the Asian continent is the largest in the world by area, the most extensive in latitude, and the longest in east-west distance. It also boasts the richest variety of terrains. Majestic mountain ranges converge in the central region, with mountains, plateaus, and hills covering approximately three-quarters of the continent’s land area. Asia is home to Mount Everest, the world’s highest peak; the Dead Sea, the lowest depression and lake on Earth; the highest number of volcanoes in the world; and the Qinghai-Tibet Plateau, known as the “Roof of the World.” It is a more vast and mysterious continent than Africa. With its abundant geographical resources, diverse climates, and distinct cultures, it has fascinated explorers from around the world for centuries.
The renowned Swedish explorer Sven Hedin of the modern era was a passionate devotee of this land. Starting in 1890, he conducted multiple expeditions into the heart of Asia, enriching the world's understanding of Asian civilization. His scientific exploration reports included many important discoveries and insights, his travel journals were widely circulated, and his purely adventurous spirit—unrelated to "treasure hunting"—earned him even greater admiration.
As a trendy outdoor brand, BEAUME has held a firm belief since its inception—to courageously explore the beauty of nature. Inspired by the great spirit and character of figures like Sven Hedin, and in awe of Asia’s rich geographical resources, BEAUME gathered 60 international adventure enthusiasts from nearly 20 countries including Australia, South America, the UK, India, South Africa, and South Korea. Driving 18 four-wheel-drive vehicles, they covered 16,500 kilometers in just 56 days, traversing eight Asian countries—Turkey, Georgia, Azerbaijan, Russia, Kazakhstan, Uzbekistan, Kyrgyzstan, and China—and visiting over 40 cities. From coastal lakes and towering mountains to glacial valleys, Gobi deserts, and forested grasslands, the stunning landscapes of Asia were fully appreciated. The BEAUME (Northmen) brand provided full gear support for the activity, ensuring comprehensive outdoor protection for the team with equipment ranging from clothing and backpacks to shoes.
On July 14, 2012, the “Journey Across Asia” officially set off, creating a new chapter in history. BEAUME Northmen invites you to join—from 1890 to 2012, traveling through time and reliving the legendary expedition.
Special Notice:
The “Journey Across Asia” activity runs from July 14 to September 4, 2012. During this period, BEAUME Northmen will provide full support and regular updates on the progress of the event. Please stay tuned.
1. Follow major outdoor professional portal websites
2. Follow the official Sina Weibo account of “Northmen BEAUME”
3. Visit the official brand website at www.beaume.asia
Synchronized to the Weibo of youmezz