Sichuan's Snow Village has recently faced closure amid allegations of false advertising, leaving visitors and authorities questioning the attraction's authenticity. Promoted as a picturesque winter wonderland, the village promised thick layers of snow and charming snow-covered log cabins. However, patrons discovered that the "snow" was nothing more than cotton wool and foamy water, sparking outrage and prompting an investigation by market regulation authorities.
The controversy erupted when tourists visiting the village over the Lunar New Year holiday sought to capture idyllic winter selfies but instead found themselves amidst a fabricated snowy landscape. One structure's roof was notably draped in what appeared to be bedding material, with visible staple marks. The Snow Village had aimed to attract visitors with promotional images of a snow-blanketed paradise, but the reality left many disappointed.
In response to the backlash, the Snow Village issued an apology on social media, attributing the fiasco to unusually warm weather conditions. The average temperature in Chengdu in January typically ranges between 37 and 50 degrees Fahrenheit (3 to 10 degrees Celsius). A staff member explained their approach, stating:
“Following the precedents of previous years, we typically have snow in winter. So we set up this spot for photoshoot in advance to wait for the snow to come.”
Despite the village's claims of previously experiencing snowfall during winter, this year failed to deliver the expected weather conditions. This incident comes on the heels of reports indicating that last year was the warmest year on record in China, according to a government agency.
The Chengdu culture and tourism bureau has acknowledged the ongoing investigation into suspected false advertising by the attraction. The controversy in Sichuan mirrors another incident in Henan province, where a famous waterfall within a national park was found to be artificially maintained using a water pipe. The park had made "a tiny improvement during dry season" to attract tourists.
