The surging popularity of winter camping has created new opportunities for domestic outdoor equipment manufacturers. Many of them were also present at the carnival, which provided a golden opportunity to engage with consumers and test products in extreme conditions.

Han Wei, founder of outdoor brand Yeying based in Southwest China's Sichuan province, said the northern market is a new frontier.

"As a brand from the south, we initially found the northern environment challenging," Han said. "Last year, we were unprepared for the cold, but this year we brought equipment featuring tech fabrics designed specifically to prevent condensation inside the tents, which is often considered a major headache for winter campers."

Han said that listening to user feedback at such events allows his company to rapidly upgrade its products, adding that the unique ice-and-snow activities in the north offer experiences unavailable in the south, making this market vital for their future growth.

"The extreme cold used to be a challenge, but now it is the main attraction," said Han.

Wang Kai, a veteran camper from neighboring Jilin province, also in China's northeast, said he believed the appeal of winter camping lies in modern people's pressing need to unwind.

Impressed by the sight of crowds of adults slipping, sliding and laughing heartily during ice games and snowball fights at the carnival, Wang said, "After being cooped up in cities for too long, we need to let loose in the snow and rediscover this raw, rugged kind of joy."