China Media Group (CMG) held a special promotion event for its 2026 Spring Festival Gala in Cairo on Friday, gathering guests from across sectors to foster cultural exchange and celebrate the Chinese New Year on a global stage.
The event was jointly hosted by CMG, the Chinese Embassy in Egypt, Egypt’s Ministry of Tourism and Antiquities, and the Egyptian Tourism Authority. More than 200 guests from political, cultural, media circles and the League of Arab States attended the event, titled "Prelude to the Spring Festival Gala, the World Watches the CMG Gala Together".
Shen Haixiong, deputy head of the Publicity Department of the Communist Party of China Central Committee and president of CMG, delivered a video address. He noted that the Spring Festival is a cultural symbol of Chinese civilization that has endured for thousands of years and a spiritual bond connecting Chinese people around the world.
He added that this year’s CMG Spring Festival Gala will apply innovative technological achievements such as "5G+4K/8K+AI", while leveraging its strengths in broadcasting in 85 languages to present a cultural feast for audiences both at home and abroad.
Former Egyptian Prime Minister Essam Sharaf attended the event and delivered a speech. He said that the choice of the Grand Egyptian Museum as the venue for the event is of great significance, serving as a vivid testament to the mutual understanding, exchanges and harmonious coexistence between the two ancient civilizations of Egypt and China.
Sharaf noted that 2026 is the Year of the Horse, which in Chinese culture symbolizes strength, progress and vitality, as well as the spirit of confidently embracing the future. This spiritual connotation highly aligns with the current sound momentum of Egypt-China relations. He expressed the hope that the two countries will move forward hand in hand toward a brighter future.
The Spring Festival, the most significant traditional festival in China that marks the beginning of the Chinese New Year, will fall on Feb 17 this year, ushering in the Year of the Horse.
CMG hosts Spring Festival Gala in Egypt to strengthen cultural exchange
CMG hosts Spring Festival Gala in Egypt to strengthen cultural exchange
As young Chinese consumers prepare for the upcoming Spring Festival, they are driving a shift in traditional shopping habits, adding emotional and cultural meaning to their holiday purchases.
Falling on Feb 17 this year, the Spring Festival marks the start of the Chinese New Year and ushers in the Year of the Horse, the seventh animal in the Chinese zodiac.
Buying new clothes has long been part of the cultural customs surrounding Chinese New Year. But among younger shoppers, there is a growing demand for designs that are not only festive but culturally rooted, blending traditional Chinese elements with modern flair. This movement has given rise to a major trend in domestic fashion known as "New Chinese Style."
According to recent industry estimates, China's new Chinese-style fashion market is now valued at approximately 36 billion U.S. dollars, with the Chinese New Year season marking its strongest sales period.
Yang Lingling, founder of Mi Dong Fang, a brand for new Chinese-style clothing said that the visitor flow of the store has been steadily increasing since the first of January.
With the Year of the Horse approaching, items featuring horse motifs -- along with designs carrying auspicious meanings -- are among the best-sellers.
"This piece is called Galloping Horse Welcoming Spring. This one is in festive New Year red. The cuffs feature tiny horses carrying money bags," Yang said.
But the store owner believes the emotional satisfaction of buying New Chinese Style goes beyond simply wishing for good fortune.
"Customers have a deep recognition of traditional Chinese culture," she noted.
This sense of cultural pride is also echoed by designer Li Guanyu. The Year of the Horse cultural and creative products created by him and his team have been well received by younger consumers.
"China is already very strong when these young people were born, so they fully embrace the beautiful aspects of our traditional culture," said Li Guanyu, General Manager of Bushes Culture.
Li says sales of Year of the Horse products are particularly strong compared with previous years, thanks to growing interest among young people in cultural and creative products. And the best-selling products are those that combine traditional elements with playful or fun features.
"For example, this one is inspired by the rocking horse that children play on. We then added traditional Chinese symbols of good luck -- a chubby god of wealth holding a big gold ingot, sitting on the horse," explained Li.
From traditional motifs to creative designs, these products let young shoppers connect with Chinese heritage in a fun and meaningful way -- giving them a strong emotional satisfaction as they express their personality and cultural identity during the Chinese New Year.
Young Chinese consumers add emotional value to Spring Festival shopping
