Winter fashion adds cultural identity and targets Olympic sales boost

The snow and ice economy is growing rapidly in China. 

The Beijing 2022 Winter Olympics created a winter sports boom: The industry is now estimated to be worth $137 billion.

It's not just ski holidays, either. Domestic winter sports fashion is one of the leading drivers of growth. And with less than three weeks until the opening ceremony of the Milan–Cortina 2026 Winter Olympics, Chinese brands are hoping the Italian Games could be the moment to expand into the global market.

Li-Ning, China's second largest sportswear brand by revenue, made $2.13 billion in the first half of 2025. During Milan Fashion Week, the brand held a snow-coated show, debuting a collection of 68 different looks on the catwalk.

The brand is popular with Chinese millennials and Gen Z. A trend known as Guo Chao, or 'China Chic', means that many Chinese consumers are buying brands that have a distinctive national cultural identity incorporated into their designs.

"In recent years, the ice and snow sports market has become very active, and during this period of growth, we have also begun to revisit and reflect on Li-Ning's accumulated heritage in ice and snow culture," said Chen Lijie, designer of the Li-Ning Milan show, speaking to CGTN in Milan.

Li-Ning is the official clothing partner of the Chinese Olympic Committee and has dressed China's athletes since the 1992 Games. The brand's founder was a Chinese gymnast, who won three Olympic gold medals.

"Our brand's founder comes from an Olympic background, so we have always focused on professional sports," said Li-Ning footwear designer Wang Chongzhen. "From this foundation, countless sources of inspiration can be drawn. The spirit of sport can evolve into creative ideas and inspiration across many different dimensions."

At the end of the show, Li-Ning was joined on stage by film star Jackie Chan and table tennis champion Ma Long.