Tracing back to 1890――
That year, the dreams pursued by our ancestors
A journey through life and death, a courage to realize one’s true self
This year, our shared expedition
At 40 degrees north latitude, deep into the heart of Asia
Winds that have swept across the Aegean Sea, maidens beloved in Kazakhstan
Crossing icy glaciers, from solitary desert smoke to Mongolian grasslands
From the bold spirit of the Greater Khingan Mountains to the gentle beauty of the Bohai Sea coast
Northland, Journey Across Asia
Following in the footsteps of our ancestors, recalling lost civilizations...
In the height of summer, July, an epic expedition spanning thousands of miles and involving a massive team is about to set off. This thrilling 4x4 off-road journey will traverse the entire Asian continent, starting in Istanbul, Turkey, and ending in Tianjin, China. Covering a total distance of over 16,500 kilometers, the route will pass through eight Asian countries. As the organizer and sole sponsor of this event, BEAUME Northland 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 trans-Asian journey, we all know that the Asian continent is the largest in the world, spanning the widest range of latitudes and the longest east-west distance, and is home to the most diverse and rich terrain on Earth. Towering mountains converge in the central region, with mountains, plateaus, and hills accounting for about three-quarters of the continent's area. Asia is home to the world’s highest peak, Mount Everest, the lowest land depression and lake on Earth—the Dead Sea, the highest number of volcanoes in the world, and the Qinghai-Tibet Plateau, known as the “Roof of the World.” It is a land even more vast and mysterious than Africa, and with its abundant geographical resources, varied climate environments, and diverse cultures, it has captivated 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 people’s understanding of Asian civilizations. His scientific exploration reports contained many important discoveries and insights, his travel journals were widely circulated, and his purely adventurous spirit—untainted by the desire for “treasure hunting”—earned him even greater admiration.
As a trendy outdoor brand, BEAUME has held a firm belief since its inception—to bravely 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 Korea. Driving 18 four-wheel-drive vehicles, they covered 16,500 kilometers in just 56 days, passing through eight Asian countries—Turkey, Georgia, Azerbaijan, Russia, Kazakhstan, Uzbekistan, Kyrgyzstan, and China—and stopping at over 40 cities. From seaside lakes and towering mountains to glacier valleys, Gobi deserts, and forested grasslands, the stunning landscapes of Asia were fully experienced. The BEAUME (Northland) brand provided full equipment support for the event, offering comprehensive outdoor gear ranging from clothing and backpacks to shoes to ensure the team’s utmost safety.
On July 14, 2012, the “Journey Across Asia” officially commenced, creating a new chapter in history. BEAUME Northland invites you to join—from 1890 to 2012, traversing time and reliving the legendary expedition.
Special Note:
The “Journey Across Asia” event runs from July 14, 2012, to September 4, 2012. During this period, BEAUME Northland will provide full support and regularly publish event updates. Stay tuned for more information.
1. Follow major outdoor professional portal websites
2. Follow the “Northland BEAUME” official Weibo account
3. Visit the brand’s official website at www.beaume.asia
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