Visitors experience skiing at an indoor ski resort in East China's Zhejiang Province in May. Photo: VCG

As winter draws near, winter sports start to catch more public attention. Ski culture, once confined to the mountains and ski resorts, is gradually blending into the rhythm of city life.

More than 40 lifestyle brands and communities, including those focused on cycling, camping, hiking, rock climbing, food, and fashion, gathered at Long Fu, an area of historical legacy and youthful energy in Central Beijing, for a winter sports-themed market event recently. 

World-class snowboarders, including Liu Jiayu, a four-time Winter Olympics veteran and gold medalist at the Snowboard World Championships, joined snow sports enthusiasts and fans, sharing their snowboarding journeys.

"China's potential for winter sports development is immense, especially after the 2022 Beijing Winter Olympics, where more and more young people have started to engage with and fall in love with winter sports," Liu Jiayu told the Global Times at the event themed "Ride On."

At the market event, visitors had the chance to experience urban snowboarding. Through these light outdoor activities, young urbanites were introduced to the trendy lifestyle of outdoor sports.

An exhibition at the "Ride On" event Photo: Courtesy of Long Fu

Inspiring courage and participation

At Long Fu, many children were captivated by the charm of winter sports, eagerly trying activities like skiing and ice skating. 

One parent shared that allowing children to experience winter sports not only helps improve their physical coordination but also cultivates their interest in sports, and fosters a spirit of bravery and adventure.

Today, winter sports like skiing are evolving into a new lifestyle for young people, no longer confined to a seasonal activity but gradually integrating into fashion, culture, and social scenes. Behind this trend is not only the pursuit of outdoor freedom by young people but also the multidimensional push from the industry.

Chen Xiao, an industry professional and the operations manager of a ski club in Beijing, told the Global Times that the winter sports industry is undergoing a transformation from being traditionally seen as exclusive to "cold regions" to one that is "accessible to all ages and regions.""In the next five to 10 years, skiing may no longer be just a winter sport, but could evolve into an activity that people can enjoy year-round," he noted. "With the growing popularity of virtual reality skiing and dry slopes, skiing will become more adaptable to the needs of different regions." 

"Younger generations' demand for winter sports culture is driving the direction of the entire industry," he added. "Today, the integration of winter sports with elements of popular culture, fashion, and music is becoming an important way for young people to express themselves."

Chen also pointed out that more and more brands are collaborating with skiing culture, such as the fashionable design of ski equipment and the fusion of skiing with art and trends. "This will accelerate the integration of skiing into the daily lives of young people," he said.

During the event, a meet-and-greet was held with some athletes, who shared their outdoor attitudes and conveyed the spirit of skiing, spreading the joy of skiing, and outdoor activities to more people.

Zhang Jiaxi, an 8-year-old skiing beginner, who got signed memorabilia, shared with the Global Times how skiing has made him braver. "I used to be afraid of falling and would hesitate to do things, but now I feel like I am afraid no more," he said. "My instructor says I'm improving quickly, and maybe one day I could even compete."

Winter sports are now infiltrating various aspects of urban life, becoming a multi-faceted platform for young people to express themselves through socializing, leisure, fashion, and sport.

Embracing passion and perseverance

The core of snowboarding culture lies in freedom and adventure, a theme repeatedly echoed by athletes attending the event. Liu, the athlete who won China's Winter Olympic snowboarding first medal, noted that one of the main reasons of popularity of winter sports among Chinese young people is its transformative power. Liu admitted that she was far from "gifted" from the start. She was born with loose joints, and her muscles didn't build strength easily - her fitness would quickly deteriorate during training breaks. This made her more prone to injuries and required her to put in more effort than others during training.

"I was often sick as a child, but I've always loved sports. I particularly enjoyed outdoor activities. The feeling of sweating in nature and challenging myself made me very happy. So, even though my physical condition wasn't ideal, I never gave up. It was this love that kept me going on my athletic journey," Liu told the Global Times.

For Liu, natural talent in snowboarding is certainly important, but passion and perseverance are even more critical.

An increasing number of young people in China are becoming captivated by the allure of winter sports, discovering ways to maintain their passion for life in the process - much like Liu.

The China Youth Daily reported  that a survey was conducted this year targeting young people, primarily university students, with 1,789 valid responses collected. The survey results show that 92.45 percent of respondents enjoy "snow and ice activities," and 93.44 percent of respondents are looking forward to traveling to places where the ice and snow industry is flourishing.

"I hope that more and more Chinese people will try snowboarding this winter, and we have encouraged them to invite friends and family to join in and enjoy the sport together," Canadian snowboarding legend Mark McMorris said during the event at Long Fu.