"As the spring breeze blows and the ice and snow melt away, a fresh start has arrived," said Jiang Licheng, head of Changchun Ice and Snow New World, as he strolled through the park planning for the next snow season.

During the just-concluded winter, Changchun Ice and Snow New World saw a steady stream of visitors. Over its 72 days of operation, the park received a total of 1.56 million visits, up 28.77% year on year, generating tourism revenue of approximately RMB 150 million, an increase of 9.9%.

At the end of 2019, Changchun Ice and Snow New World and Tiandingshan Ski Resort officially opened and have since become hallmark attractions of Changchun's ice and snow industry. This year marks Jiang's 42nd year as an entrepreneur. Previously, he had devoted himself entirely to the construction sector by running Jilin Province Construction Group.

Why pivot to investing in the ice and snow sector? Ice and snow are as valuable as gold and silver. With abundant winter resources, Jilin holds strong potential for developing the ice and snow economy. Moreover, with the bitter cold of winters in northeast China leaving enterprises idle, turning "curl-up winter" into "gear-up winter" by creating ice and snow parks gives them a fresh lifeline.

While the ice and snow are in northeast China, the market extends nationwide. Jiang's frequent business trips to other regions allowed him to experience firsthand the joy of southern tourists frolicking in ice and snow and to gain insights into the return potential of the ice and snow economy. Coupled with government backing, his resolve to dive into the ice and snow sector grew firmer.

However, different trades, worlds apart. Transitioning from construction engineering to cultural and tourism services was no plain sailing.

The first challenge was a shift in mindset. Many staff in the park now take on multiple roles, working in guest services during the snow season and shifting to construction during the off-season.

Xin Weimin, head of the vehicle fleet at Jilin Province Construction Group, takes charge of security at Changchun Ice and Snow New World during the winter season. "Government backing has been right on target. They organize training programs and guide us how to deliver quality services," said Xin.

Another challenge was sustaining long-term operations. In its early years, Changchun Ice and Snow New World centered on expanding its scale. Nonetheless, growth in size did not translate into proportional increase in visitor numbers or incomes, with some tourists commenting that "one visit is enough". How to innovate became a pressing question. Working together, cultural and tourism authorities helped develop new strategies and forge new brands. During the latest snow season, a range of events, such as New Year's Eve celebrations, fireworks shows, ice sculpture competitions, and fun sports activities, were staged one after another. Investment in park development rose to approximately RMB 130 million, an increase of roughly RMB 20 million compared with the previous year.

In recent years, the ice and snow economy has continued to gain momentum, emerging as a powerful engine for driving consumption and expanding domestic demand. Deeply impressed, Jiang remarked, "Now is the perfect timing to invest in ice and snow." At present, the enterprise is focusing on developing the Tiandingshan Tourist Resort Town, which encompasses projects such as Changchun Ice and Snow New World and Tiandingshan Ski Resort.

Before the start of the snow season, a symposium on the high-quality development of Changchun's ice and snow economy was held at the Tiandingshan Tourist Resort Town—an event that has left a deep impression on Jiang.

"In the past, business owners had to go to government offices to explain their problems. Now officials come to us to see what's really going on, and issues get solved on the spot. A sound business environment has given us immense confidence in growth," said Jiang, citing that problems raised by enterprises, such as transport links, have been addressed. He has also joined cultural and tourism authorities in promotional visits to southern provinces.

In Changchun, Jiang is not alone in pursuing an ice-and-snow dream. In the southern part of the city, the newly built Arbitrarily River is bustling with visitors. Developed, constructed, and operated by the private enterprise Jilin Zhongqing Tourism and Cultural Development Co., Ltd., the large-scale ice-and-snow park has quickly become a popular destination. In the southeastern part, the Changchun Wanda Mall commercial complex, which opened at the end of last year, features a large indoor ski facility, in an effort to forge a "four-season skiing" brand.

In recent years, Changchun has steadily refined its business climate and bolstered resource support, creating a robust platform for private enterprises to invest in ice and snow projects. In 2026, the city plans to develop eight ice-and-snow cultural and tourism projects with investments topping RMB 50 million, with a total planned investment of RMB 940 million. Of this, private enterprises will contribute RMB 790 million, accounting for 84% of the total.

"We will deepen the development of a service-oriented government, optimize the ecosystem of the ice-and-snow cultural and tourism industry, and continue to foster a first-rate business environment," said Gu Gang, Deputy Secretary of the CPC Changchun Municipal Committee and Mayor of Changchun City. "By doing so, we aim to stimulate the vitality of the private economy, expand new consumption scenarios in cultural tourism, and further polish the brand of 'Learn to Ski in Changchun'."

Source: People's Daily Overseas Edition  Editor: Liu Jiadi