In response to the country's call for "300 million people to participate in ice and snow sports," Yili established the Yili Winter Olympic Academy. The company is constantly exploring new methods to inspire more people to fall in love with these sports and to provide a better experience for consumers. In 2017, Yili brought ice and snow sports to the heart of the city for the first time, allowing the public to easily participate. The following year, Yili partnered with Air China to offer themed flights, breaking down geographical barriers and bringing the northern ice and snow experience to the south. In 2019, Yili took students to Switzerland to participate in ice and snow sports and help cultivate the future of China's ice and snow sports on an international scale. In 2020, Yili upgraded its offerings, integrating resources and providing Olympic-level skiing and skating venues, nutritional support, and professional guidance from Olympic champion coaches. As of 2021, the Yili Winter Olympic Academy has expanded to over 75 cities across the country, attracting nearly 100 million online participants and registrants.