Japan’s Sapporo Snow Festival rebrands as snowfall dwindles
Por Julian Ryall — South China Morning Post – News feed
Advertisement Japan This Week in Asia Health & Environment Japan’s Sapporo Snow Festival rebrands as snowfall dwindles
Warming winters and military labour shortages are forcing the world-famous Hokkaido event to pivot towards sustainability
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Julian Ryall Published: 10:00am, 11 Sep 2026 Japan ’s hugely popular Sapporo Snow Festival is shifting its focus towards protecting the environment and sustainability, with a climate expert warning that global warming and reduced snowfall across Hokkaido will make it increasingly difficult to stage the event.
In August, organisers unveiled a new logo, official mascot and revised concept for the 77th snow festival, an eight-day event running from February 4 next year. The updated branding expresses appreciation for the annual snowfall the northern Japanese city receives.
The new concept – “A festival of gratitude for snow: blessed by the snow” – accompanies the debut of Saporon, a yeti-like mascot with hair twisted into an “S”.
“This rebranding project embodies our desire to shift the perspective that ‘snow is a nuisance’ and evolve the event into a festival where everyone can once again share in the value of snow and express our gratitude,” organisers said in a statement.
“We aim to deepen our collaboration with citizens, visitors and businesses who share our vision, and to create diverse connections, thereby evolving into a sustainable event that will continue into the future.”
The festival has faced mounting challenges in recent years , including rising temperatures and shortages of snow. Advertisement Select Voice Select Speed 0.8x 0.9x 1.0x 1.1x 1.2x 1.5x 1.75x 00:00 00:00 1x AI-generated voice