So far, the company has opened three stores in Harbin, with daily sales at each averaging around 70,000 yuan.

"We are building a TCM product processing plant in Mulan county of Harbin, which is expected to start production within the year, with an expected annual turnover of 150 million yuan," he said. "In the future, we will be based in Harbin and will promote our products nationwide.

"Riding on the popularity of the ice and snow season, we will continuously upgrade our products, expand consumer awareness, and present a richer range of TCM products to customers," he added.

The booming cultural and creative industry has also inspired talented young people to return to their hometown.

In 2023, Shao Weiwei, a member of the post-1990 generation, quit her job in Beijing to take up the position of chief designer on the design team of Heilongjiang Sino Shine Media Group.

"When our team began the design phase, we walked different routes around the city to seek inspiration," she said.

The team created four sports-themed refrigerator magnets and cups based on one of the mascots of the 9th Asian Winter Games, Siberian tiger Nini.

Cultural and creative products not only open up a new revenue stream for Harbin's ice and snow economy, but also serve as an example to the national cultural tourism market.