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Luxury Gallops Into the Year of the Horse

Luxury brands are tapping into the Year of the Horse to refresh their Chinese market storytelling in 2026.
Campaigns emphasize cultural resonance and restraint over loud seasonal marketing, says experts.
Hermès and Ralph Lauren are cited as having deep, authentic ties to equestrian heritage in China.
The North Face and Byredo highlight movement and heritage as narrative anchors for CNY campaigns.
Loewe partners with Shanghai Animation Film Studio to reinterpret a Chinese fable for modern luxury.
Celine uses an evergreen tree adorned with scarves to evoke traditional folk culture.
Industry analysts say campaigns should balance tradition with modernity to win Chinese spend during CNY.
Some campaigns aim for continuity of brand language rather than overt seasonal advertising.
Mintel data suggests 2026 CNY consumption leans toward practical, culturally resonant purchases.
The Year of the Horse is seen as a long-term storytelling opportunity, not just a festival season.

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