This is the moment a 20ft snowman is set on fire when sparks from a winter market spectacular ignite his bobble hat.

The snowman made out of foam had been placed too close to the stage in Tianjin, northern China, where blacksmiths were performing the Iron Flowers ceremony.

The centuries-old ritual dates back to when farmers hammered out flowers from iron softened in furnaces to appease fire gods and bring luck.

But as they began beating out the flowers, sparks from the furnace flew across to the snowman statue, setting it on fire.

Bizarre video footage shows the smiling snowman with its beanie hat and scarf ablaze as the fire starts to take hold during the event on December 31.

Fairgoers seem more focused on shopping for bargains and taking selfies before the sizzling snowman than escaping.

One festivalgoer said people fled in panic when the snowman exploded.

She said: 'We heard a banging sound like an explosion outside.

'The street was filled with food stalls using gas stoves. The fire was getting bigger and bigger and closer.

'Everyone ran out in panic.'

Wenzhou Fire Service later reported: 'Fortunately, the fire did not spread and everybody was evacuated safely.'