Core Insights - The 2026 Year of the Horse IP market is witnessing a trend of "de-routinization," focusing on capturing contemporary youth emotions rather than traditional celebratory symbols [1][28] - Various brands are engaging in innovative collaborations and cultural integrations to enhance their marketing strategies for the Year of the Horse [1][25] Group 1: Year of the Horse IP Overview - At least 27 active Year of the Horse IPs and commercial images have been identified, categorized into three main types: Mature Commercial IPs, Cultural Derivative Images, and Year of the Horse Custom Cultural Products [2][3] - The most notable Mature Commercial IP is "My Little Pony," which has evolved through various media and appeals to multiple demographics, including young girls and Gen Z women [4][6] Group 2: Notable IP Collaborations - "My Little Pony" has announced at least 20 collaborations across diverse sectors, including food, beauty, and digital products, indicating its potential for significant commercial value during the Year of the Horse [6][7] - Other notable IPs include "White Rich Horse" and "Ma Biao Biao," which have also engaged in various collaborations, leveraging their unique designs to resonate with contemporary audiences [7][8] Group 3: Cultural Derivative Images - Cultural derivative images like "Green Horse" and "Ma Biao Biao" have gained popularity by modernizing historical artifacts into relatable and abstract representations, appealing to younger consumers [10][11][13] - "Green Horse," inspired by the Gansu Museum's "Bronze Galloping Horse," has become a significant draw for visitors and has successfully launched various merchandise [11][13] Group 4: Custom Cultural Products - Custom cultural products for the Year of the Horse, such as "Qiji Chicheng" and "One Horse Ahead," are designed without direct historical references, focusing more on commercial appeal and creativity [16][18] - The grassroots IP "Crying Horse" emerged from a production error, resonating with young people's emotional needs and becoming a viral sensation on social media [20][24] Group 5: Emotional Resonance in Marketing - The shift towards emotional consumption in IP marketing emphasizes the need for designs that resonate with consumers' deeper emotional states, moving beyond traditional celebratory themes [27][28] - Successful IPs are those that can serve as daily companions and emotional outlets for consumers, rather than being limited to seasonal marketing [25][28]