On September 9, 2021, the "Great Wall Hero 2021—Beijing Winter Charms" global promotional campaign kicked off in style at the new state-of-the-art National Speed Skating Oval (The Ice Ribbon). During the "Great Wall Hero 2021" event, foreign experts involved in winter sports and tourism in Beijing discussed the prospects of Beijing's cultural tourism in the "post-winter Olympic era".

Three individual video productions were shown at the event. Each one displayed three different tourist routes that people can enjoy during the Beijing Winter Olympics. Later on in the afternoon, the guests visited the "Ice Ribbon", which will be officially unveiled at the 2022 Winter Olympics. They had the pleasure of seeing for themselves the smart technology and environmental protection design used in the construction of the venue.