Japan’s Sapporo Snow Festival rebrands as snowfall dwindles

Japan's Sapporo Snow Festival is undergoing a rebranding to emphasize environmental protection and sustainability. This shift comes as a climate expert warns that global warming and decreasing snowfall in Hokkaido will pose increasing challenges for the event. Organizers revealed a new logo, mascot named Saporon, and a revised concept for the 77th festival, scheduled for February 4th next year. The updated branding aims to express gratitude for the annual snowfall the northern Japanese city receives, with the new concept being "A festival of gratitude for snow: blessed by the snow." The festival will run for eight days.