China Focus: Horse-themed products, activities gain popularity ahead of Chinese New Year

BEIJING, Feb. 7 (Xinhua) -- From creative toys and cultural products to immersive tourism projects, items featuring horse elements are taking center stage in China's consumer market as the Year of the Horse approaches.

Inside the Gansu Provincial Museum in northwest China, the festive atmosphere has arrived early. Tourists are flocking to see cultural products inspired by the museum's treasures. One popular item is a "Green Horse" figurine carrying a gold ingot, a modern take on the museum's iconic Bronze Galloping Horse.

Wu Xiaoyu, the creative director of the museum's cultural center, said the designs focus on auspicious meanings such as wealth and good luck to cater to the public's wishes for a prosperous new year.

The demand for horse-themed goods is equally high in the manufacturing sector. In the Yiwu International Trade Market, the world's largest small commodities hub in east China's Zhejiang Province, horse-shaped dolls dominate many storefronts.

Yang Yang, a shop owner in the market, noted that she ships nearly 20,000 dolls every day and that her factory is working at full capacity to fulfill orders that already stretch past the holiday.

She said that young consumers are increasingly willing to pay for products that offer emotional value or express their personal hopes, adding that she plans to launch interactive toys powered by artificial intelligence after the Spring Festival holiday.

The horse theme has also become a powerful driver for the tourism industry. In Zhaosu County of northwest China's Xinjiang Uygur Autonomous Region, famous for its horse breeding heritage, performers on horseback celebrate traditional weddings in snow-covered parks.

Liu Wei, deputy manager of a local tourism service center, said the ice and snow season has become a signature event, with horse-themed guestrooms and souvenirs becoming top choices for visitors this winter.

Economists believe the surge in horse-themed consumption reflects an integration of traditional culture and modern aesthetics. Pan Helin, an economic expert, said that the key to stimulating market vitality is innovating products through market-oriented means.

Pan noted that the shift from passive protection to active innovation of cultural heritage has allowed traditional symbols to resonate with the aesthetic and emotional needs of younger generations.

In 2025, the Gansu Provincial Museum recorded more than 45 million yuan (about 6.47 million U.S. dollars) in sales of cultural products, with an expected new high this year.

Ban Rui, the curator of the museum, said the success is partially attributed to the team's focus on social attributes and the creation of "guochao" or China-chic products that appeal to the youth. ■