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About this Episode
Move over Labubu. Equine collectibles and keepsakes are capturing the hearts — and wallets — of consumers in the run-up to Chinese New Year.
在春节临近之际，马主题收藏品和纪念品正俘获着消费者的心以及钱包。
As the spirited horse — a symbol of good fortune and success in the Chinese zodiac — kicks up a wave of cultural creativity matching the magnetic appeal of the ubiquitous Pop Mart dolls, the approaching Year of the Horse is helping many shops do brisk business.
随着充满活力的、在中国生肖中象征好运与成功的象征“马”掀起一股与无处不在的泡泡玛特玩偶同样具有磁性吸引力的文化创造浪潮，即将到来的马年正助力众多店铺生意兴隆。
The Beijing Gongmei Group's Yuxun Jingxi store is a classic example. "We've noticed that horse-themed items boasting intricate craftsmanship, cultural stories and contextual significance are particularly popular among our customers," said Wang Jingjing, deputy general manager of the group.
北京工美集团予寻景西店便是典型案例。该集团副总经理王晶晶表示：“我们注意到，那些工艺精湛、蕴含文化故事且具有时代意义的马主题商品尤其受到顾客青睐。”
Cultural products such as a Ru porcelain tea pet in the form of a jade-hued horse bearing a tiny gold ingot, symbolizing "riches in a gallop", have resonated deeply with the store's customers, Wang said, adding that these items "blend ancient craftsmanship with lighthearted contemporary symbolism".
王晶晶表示，诸如汝窑瓷器茶宠这类文化产品——其造型为一匹玉色骏马驮着微型金锭，寓意“财富奔腾”——深受店铺顾客喜爱。她补充道，这些作品“将古老工艺与轻松的当代象征意义巧妙融合”。
Among other products that are attracting attention are horse-themed incense holders, essential oil diffusers, embroidered brooches and car fragrance. "Our customers want something that's not just beautiful to look at, but is also fun, practical and carries emotional value," she said.
其他备受瞩目的产品还包括马主题香炉、精油扩散器、刺绣胸针和车用香氛。王晶晶表示：“我们的顾客想要的不仅是赏心悦目的物品，更要兼具趣味性、实用性与情感价值。”
Wang drew a parallel between trendy blind-box toys, like the Labubu, and the enduring pull of zodiac culture. "Our affinity for zodiac symbols is deep-rooted. It may have been embedded in our minds since childhood, waiting to be reawakened. Once triggered, its appeal is more sustainable than the explosive popularity of any pop-up product," she said.
王晶晶将拉布布等时髦盲盒玩具与生肖文化的持久魅力相提并论。她说道：“我们对生肖符号的亲近感根深蒂固，或许自幼年时便植根于心，静待唤醒。一旦被触发，其吸引力远比任何流行爆款产品的短暂热潮更为持久。”
Ripple effect
涟漪效应
Factory floors are feeling the ripple effect of the demand for equine souvenirs in the market.
工厂车间正感受到市场对马主题纪念品需求带来的连锁反应。
At Huizhou Zhengming Science and Technology Co, a manufacturer based in Guangdong province that specializes in customized Tyvek-paper gifts, horse-themed orders have been rolling in since October.
位于广东省的惠州正明科技有限公司是一家专业定制“特卫强”纸礼品的制造商，自十月以来，马主题订单源源不断地涌入。
"The whole production line is racing against time to fulfill these orders, and we often work overtime — until 9 pm or 10 pm — to ship the orders out," said Niu Panpan, the company's business manager.
公司业务经理牛盼盼（音译）表示：“整个生产线都在争分夺秒地完成这些订单，我们经常加班到晚上9点或10点才能把订单发出。”
She said the company has recorded a significant year-on-year increase in orders for zodiac animal-themed products, estimating that these account for about half of their current production volume.
她表示，该公司生肖主题产品的订单量同比大幅增长，预计目前这类产品约占其总产量的半数。
Auspicious equine connotations in Chinese culture, including phrases such as Ma dao cheng gong, or blessing someone with immediate success, and Long ma jing shen, or evoking the tireless vigor of a mythical horse, hold a powerful sway over consumers, Niu said.
牛盼盼（音译）指出，马在中华文化中蕴含的吉祥寓意——诸如“马到成功”（祝愿对方即刻成功）和“龙马精神”（唤起神话中骏马永不疲倦的活力）等成语对消费者具有强大的影响力。
In Beijing's hutong, local cultural brand Jingweier Times is infusing the zodiac trend with a strong dose of capital-city flair. Their best-selling item is an intricate fu refrigerator magnet. The Chinese character symbolizes good luck and fortune.
在北京的胡同里，本土文化品牌“京味儿时代”正将生肖元素与浓郁的首都风情巧妙融合。其最畅销的商品是一款精雕细琢的“福”字冰箱贴——这个汉字象征着吉祥如意。
Designed in traditional papercut style, the product incorporates Beijing landmarks, such as the Palace Museum and the Temple of Heaven, as well as courtyard homes, into the strokes of the character.
该产品采用传统剪纸风格设计，将故宫、天坛等北京地标建筑与四合院等元素融入汉字笔画之中。
"We placed a galloping horse inside the square 'field' that forms part of the 'fortune' character fu," said Shi Dongyue, marketing director of Jingweier Times."This highlights the 'Year of the Horse' theme while carrying the blessing of 'immediate fortune'."
“京味儿时代”市场总监石东岳表示：“我们在构成‘福’字的方形‘田’字格中嵌入了一匹奔腾的骏马，既突出了‘马年’主题，又承载着‘福临门’的吉祥寓意。”
Shi added that their primary customers are a mix of young Beijing residents and tourists from other parts of China, who are drawn to the historical alleys where the brand's stores are located.
石东岳补充道，他们的主要顾客群体由北京本地年轻居民和来自中国其他地区的游客构成，这些顾客被品牌门店所在的历史韵味深厚的胡同所吸引。
Wu Liyun, a professor at Beijing International Studies University, said that for young consumers,"zodiac products carry emotional value, fulfilling a sense of both ritual and individuality".
北京外国语大学教授吴丽云指出，对年轻消费者而言，“生肖产品承载着情感价值，既满足仪式感又彰显个性”。
Powered by a deep cultural current and galloping popularity, it seems the horse will have the stamina to run far beyond a single season.
在深厚的文化底蕴和日益高涨的人气推动下，马文化似乎拥有了超越单一季节的持久生命力。
Equine
/ˈiːkwaɪn/
adj.与马相关的
zodiac
/ˈzəʊdiæk/
n.生肖；黄道十二宫
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