Guinness World Record holder Jin Songhao enduring the buckets of snow being thrown at him at the snow bucket challenge on Saturday, January 17, 2015, in northeast China's city of Harbin. [Photo/www.nen.com.cn]

China's "iceman" Jin Songhao has won a snow bucket challenge after enduring an icy shower of 100 snow buckets that were poured over him in less than 100 minutes on Saturday.

Jin and ten other winter swimming enthusiasts stripped to their shorts and endured buckets of snow being thrown at them in minus 20 degrees weather in Harbin, the capital of North East China's Heilongjiang province.

Harbin is also famous for its annual ice sculpture festival that attracts thousands of visitors from across the world.

The 58-year-old Jin has also set a new Guinness World Record in January 2011 for staying completely buried in snow for 46 minutes at a local park in Inner Mongolia.

He broke another record in August, 2014 for cold endurance after remaining half-naked and submerged in a tub of ice for two hours at a snow park in Tianjin.

Organizers of the competition say the contest aims to promote awareness about the importance of physical exercise.

The event was organized as part of Harbin's annual ice sculpture festival that kicked off on January 5.It usually lasts for over a month.

It is considered the largest ice and snow festival in the world.