Rich culture inspires Spring Festival goods

Brands look to deepen emotional connections with consumers through designs symbolizing prosperity, adaptability

As Spring Festival, the most significant annual celebration in the country, approaches, global and local brands have stepped up efforts to deepen emotional connections with Chinese consumers, with innovations and designs symbolizing prosperity and adaptability to not only boost sales, but also strengthen their cultural resonance.

Sportswear brand Nike has launched its "Agile Snake Welcomes the New Year" collection, inspired by the snake's symbolic attributes in Chinese traditional culture — wisdom, agility and resilience.

The series encourages wearers to embrace flexibility and adaptability when facing challenges, aiming to infuse the Lunar New Year with vitality and growth, according to Nike.