SAPPORO—Amid towering snow and ice sculptures, ambitious curry bun venders will seek to set a new Guinness World Record by selling 10,000 buns in eight hours at the Sapporo Snow Festival on Feb. 8.

Bun seller to internet star Wang Xia, a 40-year-old steamed bun shop owner in Qufu, has also become an online sensation by combining her daily work with her passion for English. Unlike Li ...