Cooper's Humanistic Spirit

At the He Nanshan Petroglyphs Conference held in July this year, a group of the world’s top rock art researchers were captivated by a series of ancient rock paintings. These scholars, who interpret the "primitive language" of early humans, declared—this is the earliest known wheel.

Charles Darwin's theory of evolution reveals a major transformation: from creeping limbs to upright walking humans. But the invention of the wheel marked an even greater leap. Man-made wheels allowed for carrying heavier loads, traveling longer distances, and amplifying human strength and speed. In many ways, we are still in the era of the wheel.

Perhaps understanding this, you won’t be surprised to learn that Cooper Tire & Rubber Co., Ltd.—ranked 8th globally—is a strong supporter of an independent music label called The 13th Month. This label specializes in ecological and rock music. Why would a global brand like Cooper choose such a niche partner? Mr. Ke Li, General Manager of Cooper China, explained with a knowing smile: “It’s because of Cooper’s humanistic spirit, and the original ecological music and rock elements it values.”

What’s intriguing is that Cooper has always aimed to embody the innocence of Hermes, the god of commerce, who was once seen as untrustworthy. “Even when many brands cut costs and compromise on quality, Cooper will never do that,” said Mr. Sui Lie. “In 2008, we raised prices three times, despite the pressure and risks. But I believe that if we stay true to our values, the market will eventually recognize us.” His words reflect the highest ideal of a true businessman: integrity. As Hermes, the protector of merchants, must be honest, so too must traders maintain this fundamental virtue.

The 13th Month continues to chase its musical muse. In March, they celebrated originality and collected authentic ecological music. In today’s commercialized entertainment industry, such dedication is rare.

Some seek pure, genuine music; others uphold the quality of an international tire brand. When these two paths cross—when black tires meet vinyl records—they find common ground in their pursuit of truth and purity. That’s why Cooper, the world-renowned tire brand, has become the largest sponsor of China’s original ecological music scene.

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Young Tire Consumers

Pursue Authentic Music, and Fascinating Mountain Geography

Yu Sili proposed an interesting idea: “The consumers of the automotive and tire industries are becoming younger. Cooper’s brand concept aligns well with this generation—they strive for a quality life, value real music, and are drawn to the beauty of mountain landscapes. They are young people with a rock spirit.”

In the U.S., Cooper is seen as a mature, affordable, and practical brand. In China, it maintains this image while ensuring top-quality products. For example, the Si Si calendar features a tire using anhydrous silica technology—ingredients 10 to 20 times more expensive than natural rubber, but offering superior dry and wet braking performance and comfort. Miao Sili believes Chinese consumers are beginning to desire higher quality, and Cooper’s commitment to excellence will surely win their trust.

Quality assurance reflects a brand’s global vision. Cooper knows that every tire must meet high standards, and this spirit is embedded in each employee. They travel across the world, spreading this humanistic value wherever they go.

Cooper also aims to spread this spirit through The 13th Month, a label with wide influence. For instance, Xie Tianxiao, known as the “father of Chinese rock,” creates music blending guitars, basses, zithers, and elements of metal, punk, grunge, and traditional Chinese folk music. His live performances are powerful and unforgettable—exactly the kind of rock energy Cooper appreciates.

There’s also the band “Mountain Man,” whose music evokes vivid imagery of mountains and nature. Composed of members from different ethnic groups in Yunnan, they blend traditional sounds with modern techniques to express the “freedom of children of nature.” Their music captures the essence of original ecological beauty—what Cooper truly values.

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Driving Off-Road, Listening to Rock

Use Tires to Discover Another Kind of Geography

Lu Zhongqiang, General Manager of The 13th Month, recently shared his excitement: “While many festivals are struggling, our October music festival is booming. We now have four festivals, each held in unique locations: Dazu in Chongqing, Xiamen, Lijiang in Yunnan, and Beijing. Each location represents a different landscape and culture.”

This, he suggests, is the human geography Cooper seeks. Since entering China in 2004, Cooper has focused on product development, technology, and local talent. It established its Asia-Pacific headquarters in Shanghai and operates two joint ventures in China—one in Kunshan, exporting to Europe and the U.S., and another in Rongcheng, Shandong, supplying the domestic market. Cooper continues to invest in both factories, aiming to lead the tire market.

With a global perspective, Cooper is eager to explore China’s diverse landscapes. As Lu Zhongqiang says, “I like to follow the tire to find another geography.” Sui Lie, passionate about photography, jokes, “I may not be the best foreign manager, but I’m definitely the most photographed one.” He sees youth as a journey of discovery, and though he may not have time to travel far, he continues to “find” in other ways.

When black tires met vinyl records, they found a shared mission: to discover real rock music, moving landscapes, and genuine people. Together, they hit the road, searching for authenticity in life and sound.

The world is vast, and there are many people—but you’re never alone. As Lu Zhongqiang says, “Bring a ‘National Human Geography’ book, drive a rugged off-road vehicle equipped with Cooper tires, listen to rock music, and go find the high-quality black rubber tires in your life—or dive into the depths of a vinyl record.”

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