China Media Group (CMG) launched its 2026 Spring Festival Gala campaign on December 18, 2025, with four symbolic horse mascots and a cultural product line celebrating the upcoming Year of the Horse. The mascots – Qiqi, Jiji, Chichi, and Chengcheng – embody China’s historical legacy and modern aspirations under the theme "Galloping Steed, Onward Unstoppable."
Three designs draw inspiration from revered horse motifs in Western Zhou, Han, and Tang dynasty artworks, while the fourth represents Przewalski’s horse, a symbol of untamed resilience. The collection bridges millennia of cultural heritage with contemporary creativity, aligning with next year’s Lunar New Year celebrations.
Accompanying the mascots are limited-edition cultural products, including ceramics, plush toys, scarves, and commemorative postcards. Collaborations with master artisans highlight traditional craftsmanship, while food and beverage items add a festive touch. These offerings aim to engage global audiences through accessible interpretations of Chinese traditions.
As CMG prepares for its annual gala – a staple for over 1.4 billion viewers worldwide – the 2026 campaign underscores China’s cultural confidence and innovation-driven vision. The initiative also caters to overseas markets, reflecting growing international interest in Asia’s cultural economy ahead of the Lunar New Year.
