[Photo provided to China Daily]

It has been a sponsor of the Beijing Music Festival for 12 years, as well as the global partner of the Formula One and Art Basel, an international show for contemporary art.

"We like to support activities that are long term, continuous and have a growing positive impact on society," Qian said.

"Art has no national boundaries and is a kind of cultural enjoyment. Organizing a concert is now much more welcomed by our clients and business partners than having a dinner party at luxury venues," he added.

UBS never considered not sponsoring the Beijing Music Festival, even when it had a difficult time when the global financial crisis hit.

The company also has its own art collections of more than 30,000 high-quality contemporary artworks created in the past five decades from around the world, including paintings, photographs, drawings, sculptures and video art. UBS will host touring exhibitions of different collections in its core markets globally.

"The rich and pre-eminent collection aims to offer our clients and staff the great access to the inspiring world of the art. It will also benefit the citizens of the countries and regions where UBS does businesses, through our exhibitions open to the public who are really interested in the arts," Qian said.

The activities the company sponsors "have played a significant role in helping UBS build its brand. A good brand makes it easier to attract both best talents and clients," he added.

Currently, UBS is working on a new strategic development plan for China. "We will take the business to the next level in the coming five years," Qian said.