Core Insights - The upcoming Lunar New Year, themed around the Year of the Horse, is driving a surge in demand for various "horse" themed cultural products and activities, enhancing the festive atmosphere and emotional connection for consumers [1][12][14] Group 1: Cultural Products - Various "horse" themed cultural products, including plush toys and accessories, are prominently featured in supermarkets and are experiencing strong sales as the New Year approaches [1][2] - The Gansu Provincial Museum has developed a series of "horse" themed products, such as "马上有才" (immediate talent) and "马上有福" (immediate fortune), inspired by their prized bronze horse artifact [4][12] - In Yiwu, the "萌玩汇" store reports that their "马上有钱" (immediate wealth) figurines sold out quickly, with daily sales reaching nearly 20,000 units, indicating a strong consumer interest driven by emotional consumption [6][12] Group 2: Cultural and Tourism Activities - In Xinjiang's Zhaosu County, a winter tourism event themed around horses features traditional performances and has become a popular attraction for visitors seeking good fortune in the New Year [7][10] - In Hangzhou, the "马灯福气船" (Horse Lantern Fortune Boat) has been introduced for night tours, quickly filling up reservations and enhancing the festive experience for tourists [11][13] - The "马上钱潮" (immediate wealth tide) copper art installation in Hangzhou has become a cultural landmark, appealing to younger audiences and reflecting a blend of traditional and modern artistic expressions [15][16] Group 3: Market Trends and Consumer Behavior - The popularity of "horse" themed products reflects a successful integration of traditional cultural symbols with modern consumer demands, enhancing market vitality [14][18] - Emotional needs are becoming a significant factor in consumer choices, with products serving as mediums for expressing feelings and connecting with cultural heritage [15][18] - Experts suggest that the shift from passive protection to active innovation in traditional culture is attracting younger consumers, emphasizing the importance of deepening cultural content and optimizing service scenarios [12][18]