The Newly launched limited-edition sets for the Year of the Horse are displayed at a toy store in Beijing on January 11, 2026. Photo: Tu Lei/GT

　　Year-of-the-Horse-themed products have taken center stage as the Lunar New Year approaches for different brands. Phrases playfully echoing the Chinese character for "horse" are paired with imaginative designs, fueling a wave of zodiac-inspired consumption.

　　This surge of enthusiasm not only brings early festive cheer but also highlights the rising trend of zodiac-themed commerce and the deepening blend of traditional culture with modern business practices, Chinese experts said.

　　On Sunday afternoon, amid the bustling crowds at Beijing"s China World Trade Center, a Global Times reporter observed that a variety of "horse"-themed products stood out prominently in many stores.

　　At a prominent spot inside a LEGO store, several newly launched limited-edition sets for the Year of the Horse were displayed on a central table, surrounded by families with children. Sets such as "Fortune Master," "Galloping Horses Canvas" and "Fortune Firecracker" creatively blend traditional folk motifs with building block art.

　　A store assistant told the Global Times that these new releases have been selling very well, with the "Galloping Horse Canvas" set being the most popular.

　　Meters away, at a Pop Mart store, the newly released horse-themed series of "the Golden Gallop" and "Have a Good Run" occupy the most prominent display spot, drawing a small crowd of curious shoppers, a Global Times reporter observed.

　　The "Have a Good Run" series, the 2026 Lunar New Year Limited Collection for the Year of the Horse, quickly sold out after its launch online on Thursday night.