Japan’s Sapporo Snow Festival rebrands as snowfall dwindles

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 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.”