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Former Olympic alpine skier Kentaro Minagawa hopes to shed new light on the resource value of natural snow in Japan in an attempt to revitalize the winter sports industry.

This desire motivated Minagawa, 44, to set up the Winter Industry Revitalization Agency, a Tokyo-based nonprofit. The agency aims to raise awareness of issues caused by global warming and revive an industry that has long been mired in the doldrums, by attracting more skiers from abroad.

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