Dragon-related products see explosive sales growth ahead of holiday

As the Year of the Dragon approaches, sales of products with dragon elements have witnessed explosive growth on major e-commerce platforms, which experts said indicates not only the strong resonance of traditional Chinese culture among consumers, but also the vitality of the nation's consumer market.

Dragon, or long in Chinese, a mythical and auspicious creature that is the fifth animal of the 12-year Chinese zodiac cycle, is considered to be a sacred symbol of good luck, strength and fortune in China. The purchasing frenzy ahead of the upcoming Spring Festival holiday is expected to further shore up consumer confidence and bolster the recovery of consumption, the experts added.

Data from e-commerce platform JD showed that searches for dragon-related merchandise via its online marketplace have surpassed 23 million since January, with dragon-themed Moutai, commemorative coins and apparel leading the trend.