The Games have become a test case for firms seeking to raise their global profile, highlighting rising ambitions and challenges. With the Winter Olympics now under way in Milan and Cortina, Chinese brands involved in the Games are mounting an ambitious marketing push across Italy and Europe,

China's Eileen Gu, born in the United States, is a three-time Olympic medalist and is going for more at the 2026 Winter Games in Milano Cortina.

A Chinese humanoid robot captures everyone's attention at China's National Olympics House in Milan by its groovy dance moves.It has been reported that China opened its hospitality house to

The U.S.-born gold medalist skier who competes for China causes a stir while off the mountain at the Milano Cortina Games.

A Chinese cross country skier who made headlines when she was tapped to light the Olympic flame at the Opening Ceremonies last week appeared to violate IOC protocol after a weekend race by failing to appear in front of the media. Dinigeer Yilamujiang made ...

As the Olympic flame moves toward the Alps for the Milano Cortina 2026 Winter Olympics, held from Friday to Feb 22, the world's attention shifts from the Great Wall to the Dolomites, a stunning mountain range in northeast Italy.

Eileen Gu has become one of the most unique athletes of her generation. At just 22 years of age, she is already an Olympic champion, a university stud.

RICHMOND, Va. (AP)A smartphone app that’s expected to be widely used by athletes and others attending next month’s Winter Games in Beijing has glaring security problems that could expose sensitive data to interception, according to a report published ...

The opening ceremony of Milan-Cortina 2026 Olympic Winter Games was held in Milan, Italy, on Friday local time. The 2026 Winter Olympics, the most geographically widespread Winter Games, feature 8 major sports,