Ice, snow fuel winter spending across Beijing's shopping hubs

Winter-themed sports and lifestyle experiences are breathing new life into Beijing's shopping districts, as ice rinks and ski-related attractions draw residents into malls and boost cold-season consumption.

Following a recent snowfall, several commercial areas have turned outdoor plazas and indoor spaces into ice and snow destinations, blending leisure activities with retail and dining. 

At WF Central, a luxury mall in Beijing's popular Wangfujing street, an outdoor skating rink paired with luxury retail has become a winter highlight. Crowds gathered over the weekend at the Wangfujing rink, where skaters of different ages shared the ice. The mall operator said the audience has broadened this year, with young adults accounting for a much larger share of visitors.

The combination of sports and commerce is also reshaping other retail areas. A domestic ski and outdoor brand Nobaday recently opened a new store at Daji Xiang, bringing elements of a ski resort into the mall. The immersive setup has attracted both experienced skiers and first-time visitors interested in winter sports.

Similar scenes are playing out in the Wukesong shopping area, where an outdoor plaza has been transformed into a public skating park that fast became popular with families. Nearby ice sports centers continue to offer hockey and figure skating classes, with many families dining and shopping together afterward.