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The 2022 Winter Olympics is about to start in Beijing, with around 2900 athletes and possibly zero spectators, yet the country now boasts 300 million winter sports enthusiasts. How did China’s winter sports industry grow so fast, and does it differ from other nations?

Featuring
- Ban Tao: Eternal Star Ice & Snow Head of Branding
- Liu Xia: Burton China Resort Business Manager

Middle Earth is distributed by The World of Chinese (www.theworldofchinese.com). Every two months, both in print and online, the team at TWOC takes a contemporary issue in Chinese society and culture, and looks behind the headlines at how it affects people on the ground.

Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project, like shooting your next documentary, or are looking for a specific talent, please get in touch!

With thanks to Sean Calvo for music support and Chu Siyi for live translation.

The World of Chinese Magazine
A magazine about Chinese society, culture, history, arts, language, and more.

The World of Chinese Magazine
A magazine about Chinese society, culture, history, and more. Support the pod by buying a copy ;)

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#65 China’s winter sports market : How to get 300 million snow enthusiasts? 32:52 Share

Middle Earth - China’s cultural industry podcast

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#65 China’s winter sports market : How to get 300 million snow enthusiasts?