Japan’s Sapporo Snow Festival Rebrands Amid Dwindling Snowfall The Sapporo Snow Festival, Japan's most iconic winter spectacle, has been forced to adapt to a changing climate.
Organizers have unveiled a new branding strategy, shifting the focus from the snow itself to gratitude for it – a clever pivot given the dwindling snowfall on Hokkaido.
Warming winters are hardly news in Japan's northern regions, but their impact on winter events is starting to feel acutely felt.