East China's Shandong province launched its first-ever ice and snow consumption season in Yantai on Jan 14, aiming to spark a new economic focal point.

The primary venue for the event is the Nanshan International Ski Resort. Showcasing the development of Shandong's ice and snow economy, the event attracted 106 exhibitors from the skiing equipment, dining, lodging, and tourism photography sectors.

The event, which is a key supporting initiative of Shandong's 2025 Consumer Revitalization Special Action, will run through the end of March. With a focus on promoting consumption, it will feature over 100 ice and snow-related activities revolving around dining, tourism, sports, and entertainment.

Businesses and organizers of ice and snow sports events will collaborate with 10 financial institutions, including Shandong UnionPay and Bank of China, to distribute over 17 million yuan ($2.32 million) in consumer subsidies, offering the province's consumers a unique ice and snow extravaganza.

Yantai, known for its abundant winter snowfall, is particularly rich in ice and snow resources. In recent years, the city has been focused on boosting ice and snow consumption, hosting multiple large-scale ice and snow sports events and meticulously crafting ice and snow tourism routes to provide a diverse and vibrant ice and snow experience.

During the ongoing consumption season, Yantai will concurrently host eight activities, including a New Year goods fair and an ice and snow carnival, further stimulating ice and snow consumption.