An ice-and-snow-themed online publicity campaign kicks off in Longjing, Jilin province. [Photo/Cailian News]

An ice-and-snow-themed online publicity campaign was launched on Dec 23 in Longjing, Yanbian Korean autonomous prefecture, Northeast China's Jilin province.

Guided by the Office of the Central Cyberspace Affairs Commission, the initiative promotes mainstream values and emerging social trends in the digital space.

A multi-disciplinary reporting group comprising representatives from six central media outlets, including Xinhua News Agency, major national websites, provincial new media platforms, senior theory commentators, local media from Jilin, online influencers, and university volunteers, will conduct a five-day field reporting tour.

Media representatives attend the launch ceremony. [Photo/Cailian News]

The group will travel across Yanbian, Changbai Mountain, Baishan, Jilin, and Changchun, covering the ice and snow industries, economy, and winter tourism.

Speaking at the launch ceremony, Online Influencer and TV Host Guo Jia said the campaign offers a valuable opportunity to interpret Jilin's ice and snow culture.