丙午马年，以"马文化"为核心元素的创新创意产品层出不穷。从"哭哭马"意外在海外走红，到"马尔 福"成中外网友共玩"热梗"，马"一马当先"堪称2026开年世界级网红。 "毫无疑问，马这种动物已是少数能跨越文化差异、穿越不同时空的全球通用之审美符号。"中国社会科 学院哲学所研究员刘悦笛近日接受中新社"东西问"专访时表示，"马文化"已从交通工具的实化，转向精 神载体的虚化，它仍会深度嵌入现代社会之中。 现将访谈实录摘要如下： 中新社记者：丙午马年前夕，中国网友借《哈利·波特》中反派马尔福的形象，设计出一系列"马年尔等 有福"等创意贴图，受到西方主流媒体关注。您怎么看中外媒体及网民这一基于中式审美的互动？ 中新社北京2月26日电 题：马为何是东西共通的审美意象？ ——专访中国社会科学院哲学所研究员刘悦笛 中新社记者 安英昭 这种现象很自然，中国人看了会心一笑，外国人看了也觉得好玩，哪怕不懂中文谐音。这波流量，居然 被东西双方都接住了，所谓"文化冲突"在"玩梗"中就消解了。这或许指向一种文化互动的新范式，即不 采取严肃认真的"送文化"，而是诙谐幽默的"种文化"的新径。 中新社记者：因嘴部被缝反而意外走红的中国国产玩偶" ...

Group 1 - The core point of the article is the unexpected rise of the "Crying Horse" toy, which resonates with the emotional state of contemporary workers, transforming from a perceived defect to a viral sensation [1][2] - The "Crying Horse" reflects the unique emotional expression of Generation Z, using humor to cope with stress and embodying a relatable narrative for young people [2] - The rapid response of the Yiwu manufacturers, who expanded production and maintained pricing, showcases the agility of the local industry in capitalizing on viral trends [2] Group 2 - The "Crying Horse" symbolizes the emotional consumption era, with the emotional economy in China projected to exceed 23 trillion yuan in 2024, indicating a shift towards valuing emotional connections over mere products [3] - The toy serves as an emotional carrier, allowing individuals to express their feelings and connect with others, highlighting the importance of emotional resonance in consumer behavior [3] - The narrative surrounding the "Crying Horse" encourages acceptance of life's complexities, promoting a philosophy that embraces both joy and sorrow as part of the human experience [3]

Core Viewpoint - The rise of cultural and creative products, such as "Ma Biao Biao," reflects a growing trend among young consumers who value emotional connection and cultural significance in their purchases [1][6]. Group 1: Popularity of Cultural Products - "Ma Biao Biao" has become a viral sensation, showcasing the appeal of creative cultural products that blend traditional elements with modern design [1][4]. - Sales of cultural products, including "Ma Biao Biao," have exceeded 550,000 yuan, indicating strong market demand [4]. - Other creative products, like the "Crying Horse," have also gained popularity due to their unique and relatable designs [4][7]. Group 2: Consumer Demographics and Preferences - The primary consumers of these cultural products are young people in their twenties and thirties, although interest spans across various age groups [6][7]. - Consumers are drawn to products that are "cute" and creatively designed, reflecting a desire for personal expression and emotional fulfillment [7]. Group 3: Cultural Significance and Design - Successful cultural products often possess cultural depth and are designed with modern aesthetics in mind, merging traditional heritage with contemporary appeal [10]. - The design of "Ma Biao Biao" is inspired by traditional art, incorporating trendy elements that resonate with younger audiences [7][10]. - The emotional value associated with these products is significant, as they evoke nostalgia and a sense of connection to cultural roots [8][10]. Group 4: Future of Cultural Products - The future of cultural products lies in their ability to connect traditional culture with modern lifestyles, making them relevant and appealing to consumers [10]. - There is a call for more innovative designs that not only attract attention but also foster emotional connections and cultural appreciation [10].

Core Insights - The "Crying Horse" plush toy, initially considered a defective product, unexpectedly became a viral sensation, leading to a surge in demand and sales [3][4][12] - The success of the "Crying Horse" highlights the effectiveness of Yiwu's supply chain and the ability of local businesses to capitalize on emerging trends [12][14] Group 1: Product Development and Market Response - The "Crying Horse" was created due to a manufacturing error, where the toy's mouth was sewn incorrectly, leading to a downturned expression that resonated with consumers [1][5] - Following its viral popularity, the production capacity of the "Crying Horse" increased from a few hundred to 15,000 units per day, with orders extending into March 2026 [5][9] - The toy's appeal lies in its emotional resonance, reflecting a shift in consumer preferences towards products that embody authenticity and relatability [13][14] Group 2: Sales and Distribution - The "Crying Horse" achieved significant sales, with reports indicating nearly 20,000 units sold in a single day, attracting both domestic and international buyers [3][4] - Orders for the toy have come from various countries, including South Africa, Russia, and Romania, indicating a strong global market interest [4][9] - The rapid response to market demand has led to the expansion of production lines and the introduction of new product variations, such as customized versions [9][10] Group 3: Consumer Trends and Emotional Marketing - The rise of the "Crying Horse" reflects a broader trend in emotional consumption, where consumers seek products that resonate with their feelings and experiences [13][14] - The success of the "Crying Horse" and similar products indicates a shift away from traditional festive representations towards more relatable and imperfect designs [13][14] - The emotional connection consumers feel towards these products enhances their social media shareability, contributing to organic marketing and brand visibility [12][13]

Core Insights - The phenomenon of the "crying horse" toy highlights a significant shift in consumer behavior towards emotional value over traditional functional value in products [2][4][6] - The emotional economy in China is projected to reach 2.3 trillion yuan in 2024, with expectations to exceed 4.5 trillion yuan by 2029, indicating a growing market for products that resonate emotionally with consumers [4] Group 1: Product and Market Dynamics - The "crying horse" toy, initially a production error, became a viral sensation due to its relatable emotional expression, contrasting with the traditional cheerful designs [1][2] - The success of the "crying horse" reflects a broader trend where consumers, particularly the younger generation, are increasingly willing to pay for products that provide emotional comfort and resonance [4][5] Group 2: Marketing and Consumer Engagement - Companies that quickly adapt to market trends and consumer emotions can turn unexpected situations into successful sales opportunities, as demonstrated by the "crying horse" case [5] - The rise of the "crying horse" signifies a victory for authenticity and sincerity in marketing, suggesting that consumers prefer genuine experiences over standardized offerings [5][6] Group 3: Future Implications - The shift from functionalism to experiential and emotional consumption indicates that businesses must enhance their sensitivity to market feedback and consumer emotions to remain competitive [6] - As the Z generation becomes the primary consumer group, the focus on emotional value will necessitate a reevaluation of traditional production and marketing strategies [6]

Core Insights - The "crying horse" toy, initially a production error, has unexpectedly become a viral sensation, transforming from a "defective" item to a sought-after product due to its relatable expression of emotion [1][2][4] Group 1: Product Transformation - The "crying horse" gained popularity after a production mistake led to a sad expression, resonating with consumers who found it relatable to their daily struggles [1][2] - The factory quickly adapted to the rising demand by expanding production lines from two to over ten, indicating a strong market response to the emotional appeal of the product [4][10] Group 2: Market Demand and Consumer Behavior - Consumers have embraced the "flawed" toy, creating various nicknames and using it as a symbol of emotional expression, which highlights a shift in consumer preferences towards products that reflect deeper emotional connections [2][7] - The phenomenon illustrates a broader trend where traditional products fail to meet diverse emotional needs, and the "crying horse" fills this gap by offering a relatable and unique emotional representation [7][12] Group 3: Business Strategy and Adaptation - The success of the "crying horse" has prompted the manufacturer to consider expanding its product line to include a series of similar emotional toys, indicating a strategic pivot towards emotional branding [4][10] - The case exemplifies how businesses can capitalize on unexpected opportunities by quickly recognizing and responding to market signals, showcasing the agility of the Zhejiang economy [10][12] Group 4: Emotional Consumption Trends - The rise of the "crying horse" reflects a shift in consumer values, where emotional connection is becoming as important as practical utility in product selection [7][12] - This trend suggests that businesses must focus on understanding and addressing the emotional needs of consumers to remain competitive in the evolving market landscape [12][13]

Group 1 - The "Crying Horse" has gained significant popularity, with many users seeking to purchase it online, particularly on second-hand platforms where prices are generally below 20 yuan [1] - Various sellers are offering "Crying Horse" products, with prices for new items ranging from 16.9 yuan to 59.9 yuan depending on size, and a combination set with "Laughing Horse" priced at 49.9 yuan [1] - The trademark for "Crying Horse" has been registered, with exclusive rights valid from June 28, 2025, to June 27, 2035, under the applicant Wenzhou Kavin Shoes Co., Ltd [1] Group 2 - The original "Crying Horse" product, approximately 20 cm in height, is priced at 25 yuan, and the owner has stated that prices will not increase despite the product's popularity [1] - Sellers on second-hand platforms indicate a shortage of supply, with some stating that new stock will not be available until January 14 [1] - The owner of the original brand has confirmed that the second-hand items are not produced by their company, as indicated by the pricing [1]

Core Viewpoint - A production error in plush toys from Yiwu, Zhejiang, has led to a viral trend on social media, significantly increasing orders for the misproduced "crying horse" toys, prompting merchants to ramp up production. Group 1: Product Details - A consumer discovered a defect in a plush toy, where the mouth was sewn incorrectly, resulting in the toy appearing sad, thus transforming the "smiling horse" into the "crying horse" [2][4][5] - The incident has sparked a surge in interest on various Chinese social media platforms, leading to a rapid increase in purchase orders for the "crying horse" toys [2][4][5] Group 2: Production Response - Merchants have responded to the increased demand by opening over ten production lines to expedite the manufacturing of the "crying horse" toys [2][4][5][7] - The production of multiple sizes of the "crying horse" toys is underway to meet the rising consumer interest [5][7]