Horse Products Popular for Lunar New Year
Thursday, 2026/01/15444 words6 minutes394 reads
As the Lunar New Year approaches, a notable surge in Year-of-the-Horse-themed products has emerged across various brands, signaling a significant trend in zodiac-inspired consumption. This phenomenon not only heralds the festive season but also underscores the increasing synergy between traditional cultural elements and contemporary business strategies in China.
In Beijing's upscale shopping districts, such as the China World Trade Center, an array of horse-themed merchandise has taken center stage. LEGO's limited-edition sets, including 'Fortune Master' and 'Galloping Horses Canvas,' creatively amalgamate traditional motifs with modern design aesthetics. Similarly, Pop Mart's latest collections, 'the Golden Gallop' and 'Have a Good Run,' have witnessed unprecedented demand, with online stocks depleting rapidly upon release.
This burgeoning zodiac economy extends beyond physical retail spaces. E-commerce platforms report soaring sales of horse-themed products, ranging from traditional couplets to innovative apparel designs. The phenomenon is attributed to a confluence of factors: the cultural resonance of the horse symbol in Chinese tradition, representing vigor and prosperity, and the evolving consumer psychology that seeks auspicious symbolism in festive purchases.
Experts like Yu Jinlong, a cultural scholar, posit that this trend reflects a sophisticated market strategy by cultural and creative enterprises, capitalizing on the dual drivers of holiday consumption patterns and the ongoing upgrade in cultural consumption preferences. The integration of intellectual property-based operations and cross-brand collaborations has further amplified the market value of these zodiac-themed cultural products.
The economic implications of this trend are substantial. Kweichow Moutai's 2026 Year of the Horse Zodiac Edition liquor, for instance, sold out within minutes of its release, with secondary market prices surging significantly above the original retail value. This robust consumer response aligns with the Chinese government's economic strategies, as outlined in the recent national commerce work conference.
The Ministry of Commerce has announced initiatives to stimulate consumer spending as a key priority for 2026, coinciding with the commencement of China's 15th Five-Year Plan. These measures include promoting the 'Shop in China' brand, fostering growth in service consumption, and refining policies for consumer goods trade-ins. The focus extends to nurturing digital, green, and health-related consumption sectors, aiming to tap into emerging markets across the nation.
This concerted effort to boost domestic demand comes in the context of China's retail sales growth, which saw a 4 percent year-on-year increase in the first 11 months of 2025, totaling 45.61 trillion yuan. The trend indicates a resilient consumer market, with both urban and rural areas experiencing growth in retail sales.
As China enters a new phase of economic development, the zodiac-themed consumption trend serves as a microcosm of the country's broader economic strategies, blending cultural heritage with modern consumer preferences to drive economic growth and cultural preservation simultaneously.
