Arsbek is an animation director from Altay, Xinjiang. Having grown up on the snowy plains, he incorporated his childhood memories and the natural landscapes of his hometown into his designs. The result was the city mascot "Snow Monster A-Le" ("joy") which quickly became one of the region's iconic cultural symbols. Some have even suggested bringing the character to the big screen. Arsbek believes that A-Le represents more than just an ice-and-snow fairy tale – it is Altay's open-armed invitation to the outside world. As long as laughter continues to echo across the snowy plains, this "monster that lives on joy" will forever remain rooted in this land.