Eileen Gu is already the face of Vogue, Victoria's Secret, Louis Vuitton and Tiffany but now she's the face of these Olympics too - with medal bling to rival those luxury brands.
But the lustre of gold can be quickly tarnished and within seconds of her victory in the women's freestyle Big Air, Gu was being labelled a traitor and human rights abuse enabler. She is just 18.
Dubbed the Snow Princess , it's hard to escape Gu, even in the hermetically sealed bubble of the Games. If you could walk down the streets here, you'd see her face splashed across billboards and magazine covers. She was the lead, second and third item on Chinese state television this morning.
