WWF wants snow leopard (irbis) to be included in Tos Ertine (Nine Jewels) projects, which is taking place in Tuva and is aimed to draw wide attention to sightseeing, places of interest and cultural and natural heritage of Tuva.

Since ancient times irbis has been worshipped by Tuvans as "host of mountains" possesing supernatural abilities. It is presented in fairy-tails, legends, songs, rock paintings, jeweleries. These facts prove snow leopard to be the "king of animals" of Tuvan lands. Inhabitants of remoted mount territories still believe irbis to be "the of mountains" and avoid killing it because the believe the animal would revenge even after its death destroying one's family and cattle.

Today Tuva Republic is one of few place where irbis can be met in wildlife. Their population is about 60-70 animals. It's in Tuva where the first photos of irbis in Russia has been taken.