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Milan’s Christmas Tree Becomes Centrepiece of Milano Cortina 2026 Countdown
A festive countdown to Milano Cortina 2026: how TCL’s support is putting Milan’s Christmas tree at the centre of a month-long celebration of Olympic dreams.
Thousands of spectators gathered in Milan’s Piazza del Duomo for the city’s annual tree-lighting ceremony, but this year the event marked the start of a larger initiative. A 29-metre Christmas tree was unveiled alongside a public winter wonderland created by Worldwide Olympic Partner TCL as part of its Wishes for Greatness campaign with the City of Milan. The installation signals the city’s countdown to the Olympic and Paralympic Winter Games, set to begin in February 2026.
“It was a big moment for us,” said Stefan Streit, Chief Marketing Officer of TCL Europe. “This is a landmark event in Milan. It’s important for us to connect with the local community in this festive moment alongside the latest milestone in our Olympic campaign.”
The winter wonderland will remain open until January 6, centred around the tree and five igloo installations reflecting the five Olympic rings, each representing a continent. Within the igloos, visitors experience Olympic-themed displays and technology, including TCL’s X11K QD-Mini LED TV, Z100 Wireless Free Sound Speakers, and RayNeo AR glasses that simulate a 201-inch figure skating performance. The European igloo, called the Harmony Theatre, gives visitors the sense of sitting front-row at a live skating show, while the Asia igloo incorporates fortune-cookie-inspired wishes, encouraging personal reflection.
TCL has also launched Team TCL, featuring athletes and ambassadors whose achievements embody the company’s “Inspire Greatness” philosophy. This includes freestyle skier and TCL Global Brand Ambassador Eileen Gu, Italian alpine skier Alex Vinatzer, Dutch speed skater Joy Beune, and Swedish cross-country skier Frida Karlsson. The team will feature in social media, advertising, and live events leading up to the Games.
Beyond the festive installations, TCL technology will enhance the Games’ broadcast and athlete experience. TVs, monitors, and technical support will be provided for Olympic Broadcasting Services, while athletes’ villages will feature TCL appliances and ‘Athlete Moments’ connecting competitors to family and friends after events. Streit said the aim is to elevate the viewer experience at home with advanced Mini-LED TVs offering high contrast, vivid colors, and immersive sound.
Sustainability is central to the project. The tree was sourced from the Dolomites, its steel support rented and reusable, and its base reused for seven years. Once the festivities end, the tree will be repurposed into wooden boards for community initiatives in Monza province.
Wei Xue, Vice President and ESG Director at TCL, said the tree “symbolises the collective wishes of people from every corner of the world. Just as our technology helps improve people’s lives, we hope this celebration connects hearts and builds anticipation for the Olympic Winter Games.”
Milan Mayor Giuseppe Sala praised the initiative as strengthening the bond between the city and the upcoming Games. For TCL, the Piazza del Duomo installation marks a major step in its Olympic campaign, with further events, exhibits, and advertising planned ahead of Milano Cortina 2026.
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EU Must End ‘Naivety’ on Trade and Confront China’s Industrial Strategy, Says French Minister
France’s Minister for Foreign Trade, Nicolas Forissier, has called on the European Union to abandon what he described as “naivety” in its approach to global trade, urging a tougher stance on countries accused of distorting markets through industrial policy and trade practices.
Speaking in an interview with Euronews’ 12 Minutes With programme, Forissier said Europe must respond more firmly to what he described as the weaponisation of trade dependencies, warning that China in particular could damage its own long-term interests by undermining European industry.
“The Chinese have to understand that they won’t win anything if they destroy the European industry and then the European market, which is an essential market for them,” he said. “We must no longer be naive.”
His comments come as the European Commission prepares to hold an “orientation debate” next week on how to respond to a surge of low-cost Chinese imports. The discussion is expected to shape possible new trade defence measures, with further talks likely when EU leaders meet in Brussels in mid-June.
Forissier said the shift in thinking was not limited to China alone but applied to any country using commercial leverage to gain strategic advantage. “It is not only China,” he said. “It is all the countries that weaponise trade.”
Among the proposals under consideration is a requirement for EU companies to diversify supply chains, sourcing components from at least three different suppliers in order to reduce dependency on any single foreign market. Asked whether he supported such a measure, Forissier replied: “Yes, we have to.”
Other options include targeted tariffs on sensitive industries such as chemicals, alongside stronger use of anti-dumping and anti-subsidy tools to counter imports priced below domestic market levels. These measures are designed to address concerns over overcapacity in China’s industrial sector and its impact on European manufacturers.
The debate is taking place against a backdrop of widening trade imbalances. EU goods imports from China exceeded exports by €359.3 billion in 2025, marking an increase of nearly 20% compared with the previous year.
China has already warned it could retaliate if the bloc imposes new restrictions, raising concerns about potential escalation in trade tensions between two of the world’s largest economies.
France has repeatedly pushed for a more assertive European trade policy, arguing that state subsidies, export controls on raw materials and industrial overproduction in major economies are distorting global markets.
Forissier stressed that Europe must maintain open dialogue with Beijing while defending its own industrial base. “We try to respect the Chinese,” he said. “The Chinese have to respect us, and this is the message European institutions have to send.”
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