Over 12.69 million posts related to ice and snow were uploaded to the short-video platform Douyin in 2025, an increase of over 128 percent year-on-year.
The platform recently released the 2025 Ice and Snow Consumption Data Report, revealing that Douyin's group-buy orders for ice and snow activities in 2025 jumped by 98 percent year-on-year. About 15.66 million users showed interest in such purchases, an increase of 79 percent compared with 2024.
Its nationwide data indicates a boom in indoor skiing and a trend of southern residents heading north for winter experiences. Shanghai, Wuhan, Hubei province, and Huzhou, Zhejiang province, ranked as the top three cities for indoor ski consumption in the south.
Families and the post-00s generation have emerged as the main consumer groups of ice and snow spending. Growing enthusiasm for winter sports has also driven the consumption of hot pot, barbecue, and bath and massage services.
Skiing, hot springs, winter swimming, ice fishing, and ice sculptures ranked as the five most popular ice and snow activities. Harbin, Heilongjiang province; Changchun, Jilin province; Zhengzhou, Henan province; Jinan, Shandong province; Chengdu, Sichuan province; Suzhou, Jiangsu province; and Huzhou, Beijing, Tianjin, and Shanghai were the top 10 most popular cities for ice and snow consumption.
