An unprecedented travel boom, a consumption feast enjoyed by Chinese citizens, and the charm of Chinese culture highlighted through virtual family gatherings—the recently concluded Chinese Year of the Horse holiday captured global attention. Fully booked hotels, a trending "cyber" Chinese New Year, and an influx of foreign visitors were vivid features of the holiday. Executives from international companies such as the UK's Unilever and Singapore's Wilmar International noted they launched promotional campaigns for the Chinese market, seizing opportunities from the surge in consumer spending.
As the second Lunar New Year since its UNESCO inscription, this Year of the Horse holiday market operated at full gallop. Cross-regional passenger trips exceeded 2.8 billion during the holiday, averaging 311 million daily, an 8.2% increase year-on-year. Average daily sales at major retail and catering enterprises rose by 5.7% compared to the same period last year. Immigration authorities inspected 17.796 million inbound and outbound trips, with a daily average of 197,700, up 10.1% from the previous Spring Festival. The box office for holiday films surpassed 5.7 billion yuan, temporarily ranking first globally for a single market in 2026. These robust figures provided a strong start for the Chinese economy in the first year of the 15th Five-Year Plan period.
Spanish media described the Year of the Horse as a catalyst for global economic vitality. As the Chinese New Year evolves into a worldwide celebration, it has become not only a super cultural IP but also a powerful driver of commerce. A notable characteristic this year was the abundance and two-way flow of goods. Supported by open policies, Chinese festive foods like pastry gift boxes and frozen buns were exported to dozens of countries and regions, while tech products such as drones, robots, and AI glasses attracted foreign tourists. Global delicacies like Canadian lobster, European wine, and American health supplements also made their way to Chinese dining tables. Many multinational companies launched Year of the Horse themed products incorporating traditional festive elements. Andrea Cicini, a member of the Italian Federation of Public Relations, stated that limited-edition holiday products and services are becoming key strategies for international brands to deepen their presence in China.
With market evolution and technological advancement, new ways to celebrate emerged. From ice and snow light shows to digital museums, niche markets offered novel experiences. Drone performances, robot greetings, and AI-generated blessings became the new holiday traditions. A robot created in China wrote the character "Fu" (fortune) at the UN headquarters in New York, blending technology with festive cheer. The popularity of services like in-home cooking and pet care during the holiday highlighted the vast potential in service consumption. A representative from the Sino-foreign joint venture Shandong Austin RV stated they would continue developing localized products tailored to Chinese consumer habits.
International travel added a unique dimension to this global cultural event. Chinese tourists visited nearly a thousand cities worldwide, with new visa-free destinations like Russia and Turkey becoming popular choices. The Milan Winter Olympics, coinciding with the holiday, boosted tourism in Italy. Meanwhile, arrivals of foreign tourists to China surged, with flight bookings increasing more than fourfold year-on-year. International media outlets noted that record numbers of global travelers joining the Spring Festival migration turned it into a worldwide movement, injecting strong momentum into the tourism industry.
The vibrant consumption during the Year of the Horse holiday resulted from policy support and the advantages of a massive domestic market. Following the Central Economic Work Conference's emphasis on expanding domestic demand, nine government departments launched a Spring Festival shopping campaign, stimulating consumption potential through measures like holiday subsidies. Experts suggested that China will continue to amplify the "holiday economy" effect, converting festive spending into sustained consumption power.
The festive atmosphere of the Year of the Horse allowed the world to feel the pulse of the Chinese economy. Several international institutions have raised their growth forecasts for China this year, expressing intentions to increase allocations to Chinese assets. A leading luxury group reported a 34% year-on-year sales growth in China for the latest quarter, with its Coach brand achieving double-digit growth for three consecutive quarters. Consequently, many foreign companies and delegations are accompanying their national leaders on visits to China to secure early opportunities in the market.
As the saying goes, the year's plan starts with spring. The bustling holiday consumer market has injected confidence and momentum into the Chinese economy for the year ahead. On the first working day after the holiday, companies across the country resumed operations at full capacity, accelerating projects and orders—a strong start signaling China's continued progress alongside the world.
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