Japan’s Sapporo Snow Festival rebrands as snowfall dwindles

Japan’s hugely popular Sapporo Snow Festival is shifting its focus towards protecting the environment and sustainability, with a climate expert warning that global warming and reduced snowfall across Hokkaido will make it increasingly difficult to stage the event.
In August, organisers unveiled a new logo, official mascot and revised concept for the 77th snow festival, an eight-day event running from February 4 next year. The updated branding expresses appreciation for the annual snowfall the...