<p>The Press in the Olympic Games builds a platform for the exchange of sports culture and the building of a national image. This study examines the role of media in constructing national identity through a frame analysis of People’s Daily coverage of the Beijing 2022 Winter Olympics. The study aims to explore the frames and narratives used in People’s Daily articles to shape perceptions of China, particularly in terms of national pride, athletic achievement, and cultural values. A mixed-methods approach combining both qualitative and quantitative techniques was adopted for this analysis, with a focus on thematic analysis. A total of 373 articles published in People’s Daily were analyzed. Using the ROST content mining system, the study identifies key themes, narrative structures, and discourses presented in the media coverage. The findings reveal several key framing strategies: the media emphasizes China’s role as a global leader; promotes the achievements and human stories of athletes; highlights the Olympic values of unity, peace, and excellence; and underscores the importance of cultural pride. Additionally, the reports underscore China’s commitment to sportsmanship, international cooperation, and the development of Olympic ideals. This study highlights how People’s Daily constructs an image of China that blends national pride, athletic excellence, and global recognition, ultimately contributing to the nation’s self-perception and international standing. The novelty of the study lies in its application of the frame theory to Olympic media coverage, offering insights into how a national newspaper strategically frames an international event to promote and shape national identity.</p>