(Photo: Group photo of the college student warriors)
The 2017 Snow Beer College Students’ “Dare to Venture Beyond” Unclimbed Peak Challenge commenced its national recruitment on March 20, drawing enthusiastic sign-ups from millions of university students across hundreds of colleges and universities in provinces, municipalities, and autonomous regions nationwide. To ultimately take part in this unclimbed peak challenge, the 24 college student warriors underwent rigorous selection. Those who stand at the foot of the snow mountain to challenge the unclimbed peak are the best from each competition region across the country.
At today’s launch ceremony, Wang Liwei, Deputy Director of the Brand Management Department of the Marketing Center at China Resources Snow Breweries (China) Co., Ltd., stated, “Read ten thousand books, and climb ten thousand peaks.” He described the “Unclimbed Peak Challenge” as a gathering of brave souls that shocks the spirit and unlocks potential, allowing the college student warriors to not only conquer the unclimbed peak before them but also to overcome the “unclimbed peaks” within their hearts.
(Photo: College student warriors full of fighting spirit)
During the flag-presenting ceremony, the moment the college student representative received the Unclimbed Peak Challenge team flag, the firm belief of “the mountain is my peak, and I will not stop until the goal is reached” resonated among the 24 brave warriors. Together, they pledged not to give up, to unite as one, and to achieve the challenge of the unclimbed peak and personal breakthrough.
(Photo: The flag-presenting ceremony for the Unclimbed Peak Challenge)
“Strive to challenge, dare to venture beyond the horizon!” The college student warriors voiced their loud oath, vowing to etch the spirit of the College Students’ Dare to Venture Beyond Unclimbed Peak Challenge onto every inch of the snowy paths and cliffs of the unclimbed peak. After receiving the team flag and solemnly swearing their oath, the warriors advanced toward their destination amid the roar of celebratory cannon fire.
(Photo: The college student representative taking the oath)
This year’s unclimbed peak challenge is located in Diqing Prefecture, Yunnan, featuring extensive high-altitude stone deserts. There are also several small modern valley glaciers, hanging glaciers, as well as remnants of ancient glaciers such as U-shaped valleys, cirques, roches moutonnées, arêtes, and horn peaks. While showcasing nature’s pristine beauty, these terrains also signal to the participants that the complex geographical variations will present even higher demands on this year’s challengers, who will face tests of endurance and skill comparable to those faced by professional mountaineers.
The unclimbed peak, never before touched by human feet, retains its mystery and unknowns. But what it brings to the college student warriors is more of a rising sense of confidence and excitement. With the support of professional coaches, team leaders, logistics personnel, and high-altitude doctors, every participant in the unclimbed peak challenge is believed to successfully complete the mission and achieve personal breakthroughs.
(Photo: College student warriors heading toward the unclimbed peak)
The Unclimbed Peak Challenge brings together college student warriors from all over the country. It is not only an ultimate experience of journeying together, but also a precious lifetime memory, as well as a deep respect for nature and aspirations for life after achieving personal breakthroughs.
“Progress and challenge” are the core values that the Snow Beer Dare to Venture Beyond campaign conveys to college students through the Unclimbed Peak Challenge, inspiring their courageous spirit. In the name of youth, they strive to surpass every “unclimbed peak”—both on the ground and in life.
Wishing the college student warriors of the Unclimbed Peak Challenge a triumphant return!