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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
HAIKOU, February 8 (Xinhua) — International brands are actively releasing limited-edition collections dedicated to the Chinese zodiac and traditional symbols in the lead-up to the Spring Festival (Chinese New Year, or Spring Festival, according to the lunar calendar). This is driven by a desire to win over consumers in the vast Chinese market. Among these offerings are silk scarves featuring horses, horseshoe-shaped pendants, and cosmetic gift sets, exquisitely designed to celebrate Spring Festival, which marks the beginning of the lunar year.
The Year of the Horse begins in China on February 17. In Chinese culture, the horse symbolizes energy, freedom, and enterprise, and is associated with the wish for "speedy success." These cultural associations have become key for international brands seeking to connect with Chinese consumers.
As the most important traditional festival in China, the Spring Festival is traditionally characterized by high levels of consumer activity.
Releasing limited edition products inspired by local culture has become a well-established marketing strategy for international brands.
The festive atmosphere is already evident at the Haikou International Duty Free Complex, the world's largest single-building duty-free store in the capital of the island province of Hainan, South China, with red decorations and various decorative elements featuring the symbols of the coming Year of the Horse.
Collections dedicated to the Year of the Horse took center stage in many stores and on the stands of international brands, covering categories such as clothing, cosmetics, jewelry, spirits and toys.
An exclusive silk scarf adorned with an image of a galloping horse is prominently displayed in the boutique of the Italian brand Ferragamo.
"The red color makes it very festive, perfect for celebrating Chinese New Year. It's also one of our best-selling items recently," said Zhang Ying, a salesperson at the store. She added that in recent years, the brand has been releasing products dedicated to zodiac signs every year for the Chinese Spring Festival to appeal to Chinese consumers.
FILA Kids prominently displayed a limited-edition line of children's clothing featuring various cartoon horse designs, including sweatshirts, jumpers, and coats, at its retail location.
"This year is the Year of the Horse, so our brand has incorporated a lot of horse-related patterns into our clothing designs," said salesperson Li Shanshan, adding that the outfit on the mannequin has become a hit, with sets in popular sizes already almost completely sold out.
Cosmetics remain a key driver of consumer spending during the Spring Festival. For the Year of the Horse, international brands like Estée Lauder and La Mer have released limited-edition gift sets, the packaging of which features Chinese motifs such as galloping horses, vibrant red hues, and designs related to intangible cultural heritage.
At the duty-free store in downtown Haikou, Estée Lauder's exclusive Spring Festival gift sets are particularly eye-catching.
"The Spring Festival is approaching. The new red packaging looks very festive and creates a festive atmosphere. It's especially suitable for Spring Festival gifts," said a tourist surnamed Yang from Jiangxi Province in eastern China.
In recent years, international brands have been seeking to penetrate the Chinese market further by releasing Spring Festival-themed products, underscoring the importance of the world's second-largest consumer market for them and their confidence in its enormous potential.
The duty-free market has become a key channel for global luxury consumption. As a tropical resort island in China, Hainan is gradually becoming a major hub for international brands thanks to its duty-free policy.
Duty-free sales here have increased sharply since the Hainan Free Trade Port launched independent customs operations throughout Hainan Island on December 18, 2025.
Data from Haikou Customs shows that from December 18, 2025 to January 18, 2026, the sales volume of duty-free goods in Hainan reached 5.02 billion yuan (about 721.4 million US dollars), an increase of 46.8 percent year-on-year, and the number of buyers reached 772,000, an increase of 29.7 percent.
Hainan has become a popular winter holiday destination, attracting tourists with its beaches and duty-free shopping opportunities. China aims to transform Hainan into a globally influential tourism and consumption hub by 2035.
By the end of 2025, the combined domestic and international tourist flow to Hainan Province was expected to reach 106 million visits, up 9.1 percent from 2024. Meanwhile, total tourist spending increased by 10.5 percent year-on-year to RMB 225.4 billion.
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