China has been accused of slavery and genocide in the Xinjiang region but that’s a far cry from the way it’s being painted ahead of the Beijing Winter Olympics.

The country is predicted to be the biggest snow sports market in the world by 2025 and with Xinjiang home to some of the best snow in China, it’s trying to attract new business.

But consumers and western governments have put pressure on brands to cut ties with the region over China’s suppression of its Uyghur and mostly-Muslim populations.

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