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.”
Snow sculptures of Japanese baseball player Shohei Ohtani (right), who plays with the Los Angeles Dodgers in US Major League Baseball, and others at the Sapporo Snow Festival in Hokkaido in February. Photo: AFP
AloJapan.com