Sapporo Snow Festival rebrands amid declining snowfall, climate shift

Organizers of Japan's Sapporo Snow Festival have unveiled a new logo, mascot, and sustainability-focused concept for the 2026 event, citing reduced snowfall linked to global warming. The rebrand signals a structural adaptation to climate change, though the festival's long-term viability remains uncertain. This marks a notable cultural and economic shift for Hokkaido's winter tourism.