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Source: People's Republic of China in Russian – People's Republic of China in Russian –
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Source: People's Republic of China – State Council News
BEIJING, Feb. 8 (Xinhua) — As the lunar Year of the Horse approaches, equestrian-themed products, ranging from creative toys and cultural products to immersive tourism experiences, are taking center stage in China's consumer market.
The festive atmosphere has arrived early at the Gansu Provincial Museum in northwest China. Tourists flock to see cultural products inspired by the museum's treasures. One popular item is the "Green Horse" figurine carrying a gold ingot—a modern interpretation of the famous bronze "Flying Horse" statue from the museum's collection.
Wu Xiaoyu, creative director of the museum's cultural center, noted that the designs of the items focus on auspicious meanings such as wealth and good fortune to align with the public's wishes for a prosperous new year.
Demand for equestrian-themed goods is also high in the manufacturing industry. At the Yiwu International Trade Market, the world's largest wholesale center for small consumer goods in Zhejiang Province, eastern China, toy horses are featured in many store windows.
Market owner Yan Yan said she ships nearly 20,000 dolls daily, and her factory is operating at full capacity to fulfill orders already booked for the post-holiday period.
She added that young consumers are increasingly willing to pay for products that offer emotional value or express their personal hopes, and that she plans to launch interactive AI-powered toys after the Spring Festival.
Equestrianism has also become a powerful driver of the tourism industry. In Zhaosu County in Northwest China's Xinjiang Uyghur Autonomous Region, renowned for its equestrian heritage, horseback performers perform traditional wedding ceremonies in snowy parks.
According to Liu Wei, deputy director of the local tourism service center, the ice and snow season has become a landmark event, and horse-themed rooms and souvenirs have become the top choice for visitors this winter.
Economists believe the surge in consumption of equestrian-themed goods reflects the integration of traditional culture and modern aesthetics. Economic expert Pan Helin stated that innovative product development using market-oriented methods is key to stimulating market activity.
Pan Helin noted that the transition from passive protection to active innovation in the field of cultural heritage has allowed traditional symbols to meet the aesthetic and emotional needs of younger generations.
In 2025, the sales volume of cultural products at Gansu Provincial Museum exceeded 45 million yuan (about 6.47 million US dollars), and new records are expected to be achieved this year.
Museum director Ban Rui said the success is partly due to the team's focus on social attributes and creating "guochao" (Chinese-style fashion goods) products that appeal to young people. -0-
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