Festive spirit ahead of the Year of the Horse has begun driving consumption across China, as families prepare to celebrate with purchases of Horse-themed products and gold jewelry, as well as early bookings for reunion dinners.
In east China's Yiwu City, a major hub for holiday goods, Year of the Horse-themed merchandise is in high demand. One standout product is a framed three-dimensional paper-cutting portrait, depicting a "Horse Stepping on Auspicious Clouds." Featuring colors inspired by ancient Buddhist art found in the grottoes of north-central China's Dunhuang, the product has been drawing buyers from both domestic and international markets.
Horse-themed blind boxes, keychains, and figurines are also among the bestsellers, combining cultural heritage with modern consumer trends.
"We've been shipping the horse design product since October last year. This version is aimed more at the domestic and Russian markets," said Lyu Xulian, a vendor at Yiwu International Trade City.
Meanwhile, gold jewelry featuring horse motifs is enjoying robust sales. At jewelry stores in central China's Taiyuan City, Shanxi Province, customers are flocking to buy lighter-weight accessories, including horse-shaped pendants, cartoon-styled charms, and delicate zodiac-themed pieces. Amid high gold prices, consumers are opting for more budget-friendly options.
"People prefer styles under ten grams for better value. We have about 20 designs for the Year of the Horse, and sales have doubled or even tripled compared to last month," said Zhao Hui, a sales associate at a local gold shop.
Dining reservations for Chinese New Year's Eve dinners are also booming. Some venues have reported booking rates reaching 90 percent.
"Private rooms for 8 to 12 people are almost fully reserved. Even our newly upgraded 20-to-30 person rooms are in high demand for family gatherings," said Li Ziyuan, general manager of a local restaurant.
Rural-style banquets are also gaining popularity, even in urban settings. In Ningbo City of east China's Zhejiang Province, catering businesses are embracing countryside flavors for their New Year menus, as well as constructing lively indoor and outdoor dining environments and preparing activities such as tea breaks to encourage families to rekindle bonds during their holiday meal.
The Year of the Horse will begin on Feb 17, 2026, according to the Chinese lunar calendar.
Chinese New Year shopping heats up, driving sales of horse-themed products
