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We Supports SEE at OIDE
During the OIDE exhibition, ICEFLAME will donate 1% of our revenue to SEE, a respected environmental NGO headquartered in China. We are also providing our products free of charge to support SEE’s environmental outreach and public education efforts.
We are truly pleased to see SEE participating in the exhibition. Beyond its well-known work in direct conservation, such as forest restoration, we were especially impressed by the many grassroots environmental organizations supported by SEE. One small wildlife protection group stood out to us: they create small toys from wool and reinvest all profits into local wildlife conservation. We believe this “business + conservation” model is a highly sustainable and inspiring approach.
About SEE
SEE is a non-governmental environmental organization based in China.
In 2003, Liu Xiaoguang, a well-known Chinese entrepreneur and Chairman of Beijing Capital Group, visited the Tengger Desert in Alxa, Inner Mongolia, for the first time on a business trip. The vast desert landscape and increasingly severe sandstorms left a deep impression on him. At that time, Beijing was also suffering from poor air quality and frequent sandstorms. He began to wonder whether restoring vegetation in the region could help address the broader problem of air pollution.
On June 5, 2004, World Environment Day, Liu Xiaoguang brought together dozens of entrepreneurs through his personal network and founded the Alxa SEE Ecological Association at Moon Lake in Alxa. As a fully independent civil society organization, SEE was established without government backing or a single dominant leader. On the night before its founding, the entrepreneurs debated late into the night and ultimately agreed on a governance model based on equality, democracy, and collective decision-making.
SEE was created with the original mission of combating sandstorms and protecting ecosystems. Liu positioned it as a grant-making platform designed to bring together business leaders and support grassroots environmental organizations. He once said, “I will have Alxa written on my epitaph.” What began as one person’s deep sense of responsibility eventually grew into China’s largest entrepreneur-led environmental organization, committed to protecting clean water, blue skies, and thriving ecosystems.
In 2008, the Alxa SEE Ecological Association initiated the establishment of the SEE Foundation. The founders recognized that entrepreneurs alone could not address environmental challenges that require deep professional expertise. With the foundation in place, SEE was able to mobilize experts and social resources to carry out more specialized work in ecological restoration, wildlife conservation, and biodiversity protection.
On January 16, 2017, Liu Xiaoguang passed away from illness at the age of 62. After his passing, more than 100 entrepreneur members applied to become lifetime members of SEE, pledging to continue supporting environmental protection in his footsteps.
Today, Alxa SEE has been active for 22 years. What began as a personal initiative by more than 80 entrepreneurs has grown into China’s largest entrepreneur-led environmental charity organization. By the end of 2025, SEE had brought together more than 2,000 entrepreneur members and encouraged broader public participation in environmental action. Its work covers desertification control, climate change and business sustainability, coastal wetland protection, biodiversity conservation, nature education, Yangtze River conservation, green supply chains, and other key environmental issues.
SEE’s desertification control work has been especially impactful. By the end of 2025, the project had planted 106 million desert-adapted plants and restored 1.95 million mu of degraded land. In addition to habitat and vegetation restoration, SEE has invested significant resources in wildlife conservation, supporting the protection of endangered primates, snow leopards, giant pandas, North China leopards, Yangtze River fish, migratory birds, and the ecosystems they depend on.
SEE also works closely with many companies and organizations, including names familiar to outdoor enthusiasts, such as Patagonia and 1% for the Planet.
Our Commitment
ICEFLAME is a small family-run business. As a team of only a few people, we may not be able to contribute large amounts of funding, but we are committed to helping in the ways we can. This includes providing products, educational materials, and communication support to help raise public awareness of environmental protection.
Sustainability and ethical standards are central to how we work. Our fabric suppliers meet OEKO-TEX certification standards. The down we use is RDS-certified and is not treated with water-repellent chemicals. All of our packaging is made from recyclable materials.
We believe that meaningful change does not always begin with scale. Sometimes, it begins with consistent, responsible choices — and with communities, businesses, and individuals working together toward a more sustainable future.
If you are able to contribute, you can visit the SEE website below.
