Snow blankets Jilin’s land; youth rally for the grand Games. On December 16, the launching ceremony of the 2025–2026 University Student Ice and Snow Cultural Tourism Promotion Campaign themed “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade” was held at Jilin International Studies University.
Jointly sponsored by the Publicity Department of the CPC Jilin Provincial Committee, the Cyberspace Affairs Office of the CPC Jilin Provincial Committee, the Education Working Committee of the CPC Jilin Provincial Committee, the Communist Youth League Jilin Provincial Committee, the Jilin Provincial Department of Education and the Jilin Provincial Department of Culture and Tourism, the event is undertaken by Sohu Northeast Revitalization Channel, Jilin Eco-Culture Association, Jilin Ecological and Environmental Volunteers Association and Jilin Fashion Industry Federation. Co-organizers include China Post Group Corporation Jilin Branch, JISU, Homestay and Folk Customs Branch of Jilin Tourism Association and Changbai Mountain Xiangye Shijian Homestay. Centered on the integration of “ice and snow, youth and the Winter Universiade”, the campaign deeply combines Jilin’s ice-and-snow cultural tourism resources, folk customs and the competitive spirit of the Universiade, pooling youthful strength for the Changchun 2027 Winter Universiade and showcasing the charm of Jilin’s ice and snow to audiences nationwide.
Launch Ceremony of the 2025–2026 University Student Ice and Snow Cultural Tourism Promotion Campaign: “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade”
The event kicked off with an immersive screening of the promotional video themed “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade”. During the “Snowland Post Office” themed postcard writing and mailing session, students present picked up their pens one after another, pouring their sincere affection for Jilin’s ice and snow as well as earnest expectations for the Winter Universiade into every line. The postcards brimming with heartfelt wishes were dropped into a dedicated postbox. Amid the interplay of written words and snowy scenery, youthful vitality intertwined with the passion for ice and snow, lending a unique warmth and sense of ceremony to the activity.
Meng Lingyu, cultural and tourism promoter of Tonghua City, delivered an on-site promotion presentation
Zuo Yunfang, a staff member of the Marketing Promotion Section, Baishan Municipal Bureau of Culture, Radio, Television and Tourism, delivered an on-site promotion presentation
The event specially invited Meng Lingyu, cultural and tourism promoter of Tonghua City, and Zuo Yunfang, a staff member of the Marketing Promotion Section of Baishan Municipal Bureau of Culture, Radio, Television and Tourism. Drawing on local ice-and-snow resource endowments, they respectively presented the dynamic thrills of Tonghua’s ski resorts and the heartwarming vibe of folk activities, as well as the serene beauty of Baishan’s snow-covered forests and unique experiences featuring hot springs amid ice and snow. Their presentations help cement the brand message “Winter Snow Fun in Jilin” in the public mind.
Promotion Ambassador Appointment Ceremony
To further boost campaign promotion, deepen the core theme of “Ice and Snow + Youth + Winter Universiade”, better promote Jilin’s ice and snow cultural tourism resources and build a strong atmosphere to welcome the 2027 Changchun Winter Universiade, the official list of specially appointed ambassadors was released at the event. Six representatives from various sectors were appointed as promotion ambassadors for the 2025–2026 University Student Ice and Snow Cultural Tourism Promotion Campaign themed “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade”, namely Zhou Yang, Olympic short-track speed skating champion and associate professor at Northeast Normal University; Wang Tiezhu, Changchun cultural and tourism ambassador and performer of the “Snow Cake Monkey” image; Yan Dong, young opera actor of Jilin Province; Tong Xinquan, Changchun stand-up comedian; Xin Dixuan, champion of the 2024 Jilin University Student Cultural Tourism Ambassador Speech Contest themed “Meet Warmly, Enjoy Winter Snow in Jilin”; and Maria, an international student from Jilin International Studies University.
Zhou Yang, Olympic short-track speed skating champion and Associate Professor at Northeast Normal University
Wang Tiezhu, Changchun Cultural and Tourism Recommendation Ambassador and Performer of the “Snow Cake Monkey” character
Yan Dong, Young Opera Actor of Jilin Province
Tong Xinquan, Changchun Stand-up Comedian
Xin Dixuan, Champion of the 2024 Jilin University Student Cultural Tourism Ambassador Speech Contest themed “Meet Warmly, Enjoy Winter Snow in Jilin”
Maria, International Student at Jilin International Studies University
The six promotion ambassadors come from diverse fields including ice and snow sports, integrated cultural tourism and youth representation. They will leverage their influence to encourage more people to pay attention to Jilin’s ice and snow industry and participate in the pre-event campaigns for the Winter Universiade, injecting diverse momentum into the promotion of Jilin’s ice-and-snow cultural tourism brand and the build-up for the grand event.
The 2025–2026 University Student Ice and Snow Cultural Tourism Promotion Campaign themed “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade” was officially launched.
Finally, amid the lively atmosphere of the interactive session, following the host’s stirring announcement, the 2025–2026 University Student Ice and Snow Cultural Tourism Promotion Campaign themed “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade” officially kicked off. All participants sang My Motherland and I in unison to convey their sincere hopes for Jilin’s ice and snow tourism and best wishes for the 2027 Changchun Winter Universiade.
Chorus of My Motherland and I
Bridged by auspicious snow and accompanied by youthful vitality, the grand event sets sail. The official launch of the 2025–2026 University Student Ice and Snow Cultural Tourism Promotion Campaign themed “Winter Snow Fun in Jilin · Youth Power for the Winter Universiade” marks a brilliant encounter between Jilin’s ice-and-snow cultural tourism resources and youthful energy, as well as an important prelude to welcoming the 2027 Changchun Winter Universiade. Guided by promotion ambassadors from all walks of life and with the joint participation of teachers and students from universities across the province and people from all sectors of society, the unique charm of “Ice and Snow + Youth + Winter Universiade” will continue to grow. It will showcase the magnificent scenery and time-honored folk customs of the “Spring City in the North” to a broader audience, and pool tremendous cross-regional youth strength for the Changchun Winter Universiade. This winter will be warmed by ice and snow and brightened by youth, and before long, the world will witness Jilin’s passion for winter sports and the youthful spirit of China.
Source: Publicity Department
