• Patriotism - Inherit the traditional Beijing culture with a good mass base and high recognition, and enhance its connection with the urban culture;
• Innovation - Protect the local intangible cultural heritage that has not received enough social attention and has even gradually disappeared;
• Inclusion & Virtue - Care for different social groups and call for social attention.
• Sports Culture: Happy Football - Popularize the health concept of football, let amateurs experience the fun of football and feel the positive energy of football; Strengthen the participation of the society in football and establish a good community football culture;
• Physical Education: Strive Hard - Promote the sportsmanship of never giving up and always striving for the first place, and cultivate a positive attitude towards life; To provide professional support for teenagers who participate in football at campus or hope to engage in football in the future, and develop football talents.