Each winter for the past three years, Claire Zhou, a teenager from the southern Chinese city of Guangzhou, has counted down the days until she can fly to northern China and pull on a new ski suit and boots.
The better she skis, the more frequently she upgrades her gear, reshaping her family’s holiday budget and pulling them deeper into China’s fast-growing winter sports consumption chain.
The country’s winter sports boom, sparked by the 2022 Beijing Winter Olympics and fuelled by supportive…
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