As China prepares to welcome the Year of the Horse on February 17, international brands are rolling out limited-edition Spring Festival collections featuring zodiac symbols and traditional Chinese elements, reflecting their continued focus on the Chinese consumer market.
From silk scarves with horse motifs and horseshoe-shaped jewelry to festive cosmetic gift sets, zodiac-themed products have become a key way for global brands to connect with local culture. In Chinese tradition, the horse represents vitality, freedom, ambition and “instant success,” values that resonate strongly with modern consumers and brand storytelling.
Spring Festival remains China’s most important consumption season, and aligning products with traditional culture has become a regular strategy for international brands rather than a one-off campaign. Across major retail channels, especially duty-free outlets, Year of the Horse collections now span fashion, cosmetics, jewelry, spirits and children’s products.
At the Haikou International Duty-Free Shopping Complex in Hainan, the world’s largest standalone duty-free mall, festive red decorations and horse-themed displays dominate storefronts. Brands such as Ferragamo and FILA Kids have introduced Year of the Horse items ranging from silk accessories to cartoon-inspired apparel, many of which have quickly become bestsellers during the holiday shopping rush.
Duty-Free Growth Highlights Confidence in China’s Consumer Market
Cosmetics continue to be a major driver of Spring Festival spending. International beauty brands including Estée Lauder and La Mer have launched limited-edition gift sets combining festive red packaging, zodiac imagery and elements of Chinese cultural heritage, catering to strong gifting demand.
The popularity of these collections reflects broader confidence in China’s consumer market. Since Hainan Free Trade Port launched island-wide special customs operations on December 18, 2025, duty-free sales have surged. According to Haikou Customs, duty-free sales reached 5.02 billion yuan between December 18, 2025 and January 18, 2026, up 46.8 percent year on year, while shopper numbers rose nearly 30 percent.
As China’s only tropical island province, Hainan has become a key hub for international brands, supported by duty-free policies and rising tourism. In 2025, the province recorded 106 million domestic and overseas tourist visits, with tourism spending increasing 10.5 percent year on year.
By blending traditional symbolism with modern design, international brands are strengthening emotional connections with Chinese consumers during culturally significant moments like the Spring Festival, while signaling long-term confidence in the world’s second-largest consumer market.
