Inspired by this vision, Lu, chairman of the Erhe Snow Village Tourism Development Co, led efforts to develop tourism in the village.

"The villagers, who traditionally relied on farming and livestock, initially struggled to embrace tourism because it was unfamiliar and uncertain," said Lu, 56.

Cattle farming was once the mainstay of Erhe's economy, and when the tourism company first began operations, cow dung littered the village, creating an unpleasant experience for visitors. To set an example, Lu sold his own cattle below market value and committed fully to developing ice and snow tourism.

The Shulan government backed the initiative. In the winter of 2016, Erhe Snow Village welcomed more than 20,000 visitors in just two months, generating over 800,000 yuan in revenue. Each household saw an income boost of about 5,500 yuan, according to local authorities.