A turtle on the slopes may not exactly evoke images of Olympic greatness, but this winter season—from November 2024 to this March—China's ski slopes have seen an invasion of "shell-packing" skiers and boarders. We're talking about the "turtle puff," a fluffy, fall-softening item of apparel that has quickly become the go-to fashion statement for beginner skiers across China.
From the picturesque peaks of the Altay region in Xinjiang Uygur Autonomous Region—renowned as one of the birthplaces of skiing—to the slopes of Chongli in Hebei Province, a main venue for the 2022 Beijing Winter Olympic Games, skiing has transformed into a cultural phenomenon. Since the Games, the sport has attracted more and more thrill-seekers and trendsetters alike.
On lifestyle bible and e-commerce platform Xiaohongshu (RedNote), the hashtag "skiwear" had amassed nearly 750,000 posts as of March 5. For many young Chinese skiers, style and swagger have become just as important as mastering the art of carving fresh powder. So, as we glide through the last flurries of winter, let's explore the hottest trends that have crowned the slopes this season.
The cold rush
In the frosty expanse of north China, where winter blankets the landscape in a crisp white coat, skiing is unexpectedly a newcomer to the scene. This sport, once relegated to the realm of the elite, is finally breaking through the ice, carving its way into the hearts of the masses. For years, it was a luxury reserved for the privileged few, a glittering pastime for those who could afford it.
But now, the thrill of skiing has become accessible to, and is starting to resonate with, a broader audience, inviting adventurers from all segments of society to embrace the rush of fresh powder and the undeniable allure of the mountain. Much of this newfound popularity is the result of a national goal to engage 300 million Chinese people in winter sports in the lead-up to the Beijing Games in 2022. The fact that young Team China athletes Eileen Gu and Su Yiming dominated media coverage of the event with their medal-winning performances didn't hurt either.
This season, the slope-side fashion scene in China became hotter than ever, showcasing a delightful mix of local talent and global flair. As skiers and snowboarders alike unleashed their inner fashionistas, this season was not just about catching air; it was about catching eyes.
According to Beijing-based consulting firm Daxue Consulting's latest report on China's ski industry, published on February 14, this robust growth, from a size of around 6 billion yuan ($825.6 million) in 2018 to almost double that in 2023, isn't just a fluke. This is a sector fueled by a growing middle class ready to embrace the chill, with ski resorts transforming into pop-up playgrounds for both fashion and fun.
Brands were quick to pick up on this burgeoning lust for lush apparel. In the heart of China's winter wonderland, global and local labels alike began crafting fashion and retail experiences to leave a mark deeper than the deepest powder, reaching ski vacationers directly through events at ski resorts.
Take e-commerce titan Alibaba's online retail platform Tmall for instance. It hosted a series of fashion shows in Altay earlier this year, showcasing winter wear that promises to keep you warm and dry—an essential combo when you're battling the elements in style. According to the Daxue Consulting report, Tmall teamed up with 24 top brands, including high-end Japanese sportswear retailer Descente and U.S. outerwear and sportswear brands GORE-TEX and Columbia.
The message was clear: Winter isn't just a season; it's a runway.
Why choose Altay to stage these shows? The figures speak for themselves. According to a Xinhua News Agency report released in February, as of late January, Altay area, as one of China's top destinations for winter fun, had received more than 9.8 million tourist visits during the 2024-25 snow season, up 21.57 percent year on year. Total tourist spending reached 6.3 billion yuan ($869 million), up 32.04 percent year on year.
"When I visited the Yunding Ski Resort in Chongli, I was blown away—not just because it's an Olympic venue, but also due to its partnership with Descente, my favorite Asian winter brand," Filipe Porto, a Beijing-based Brazilian researcher of international relations and devout winter sports aficionado, told Beijing Review. "The entire resort embodied the brand's vibe, right down to the ski instructor uniforms."
As the snow falls, so do the old habits of skiers. A recent report by iiMedia Research Group, a Chinese consulting and data analytics company, indicated that in 2024, 61.5 percent of Chinese winter sports enthusiasts opted to purchase their own gear instead of relying on rentals—a shift from 2019, when 89.5 percent still chose to rent. Consumers are increasingly investing in high-quality equipment that not only fits better but also looks better.
Chinese Gen Zs, eager to capture that picture-perfect shot for their socials, have been especially willing to invest in their on-slope styles.
They are leading the charge in this fashion revolution, eager to showcase their individuality through ski gear that screams self-confidence. Trending this winter on platforms like RedNote and Douyin, the Chinese version of TikTok, have been styles like "colorful mountain" and "dopamine skiwear."
The "dopamine dressing" trend last made waves in China's style scene in summer 2023, sweeping across social media. Netizens considered this splashy styling a whimsical way to lift their mood amid the pressures of life and work. The underlying theory is simple: By choosing colorful clothing over drab, dreary options, we can boost our dopamine levels and, in turn, feel happier.
It seems only natural to extend this joyful philosophy to winter sports wardrobes.
Spot the turtle! A February 25 post on lifestyle bible Xiaohongshu (RedNote) shows first-time skiers everything they need to buy or rent to hit the slopes in style—ready to shred from day one (XIAOHONGSHU)
Ski-ifully stylish
The sartorial choices of Chinese ski bunnies and snow enthusiasts have changed dramatically over the past two to three years, evolving from the once bulky and cumbersome outfits to a new era of sleek and chic attire.
But they don't automatically look to international brands to find their ultimate mix and match. There's a cool crop of local brands that are redefining ski fashion: Established names like sports apparel giants Anta and Li-Ning offer designs that seamlessly blend traditional Chinese elements with contemporary flair.
Meanwhile, domestic up-and-comers like Snow Legend, which uses advanced materials to enhance performance in cold weather conditions, are proving that homegrown talent can compete with global hardhitters, crafting gear that's both functional and fashionable.
"It's not all about 'high-end.' Even amid the luxury vibes of Descente, as seen in Chongli, you'll discover that many resorts are dotted with brand stores offering more affordable options. Whether you're just starting out or going full pro mode, you can find the right gear," Porto said.
Now, when talking about skiing and fashion, one must address…the ultimate time to flaunt those feathers: the après-ski scene. Because let's face it: Who doesn't love to strut their stuff? In China, however, the typical après-ski experience doesn't necessarily revolve around mulled wine and cozy outdoor lounging by a fire. Instead, it often caters to those who crave the thrill of keeping the adrenaline pumping.
"When I first heard about the '1.5-day ticket' at the Yunding Ski Resort, I thought it was a quirky concept, but it turned out to be a really cool way to enjoy skiing at night. Resorts pause briefly to groom the slopes, and then it's back to carving through the night. Honestly, I can easily skip the hot chocolate and cozy fireplaces for this experience," Porto said.
Speaking about "the experience"…If you're looking to preserve those unforgettable memories, let's revisit that elusive "picture-perfect shot" so many adventurers pursue.
Here's what's really fantastic about skiing at many of China's resorts.
Picture this: You're hurtling down a powdery slope, adrenaline pulsing through your veins, and instead of fumbling with a phone or having to adjust a helmet camera, you will find photographers strategically stationed throughout the resorts, ready to snap you at your finest as you dash down the slopes.
At the end of a day spent conquering the mountains, you can simply scroll through the "Go Ski" app to find and purchase those stunning photographs.
"Just select the resort and a filter, for example, the color of your outfit, and see if a 'paparazzo' or 'paparazza' caught you. Simple as that!" Porto said.
Now, as we move deeper into the month of March, with temperatures slowly rising and people, this author included, trading in the ski helmets for sweatbands, it's time to unleash the spring/summer spirit—because the nation is ready to run, body combat, body pump and pole dance its way to that sizzling summer bod.
Let the warm-up begin! BR
