Much more than a community celebration, the transition to the new lunar year has become a global economic and cultural pivot. As international cities deck themselves out in gold and red, this ancient festival has become the beating heart of Chinese influence, reshaping trends in consumption, luxury goods, and soft diplomacy around the world.
February 17, 2026: a symbolic date marking a new beginning
Chinese New Year 2026 begins on February 17, a public holiday in China and several other Asian countries. This date, calculated according to the lunar cycle, marks the start of Chunyun—the largest human migration in the world. Nearly 3 billion trips are expected over 40 days (by train, plane, and road), according to the Chinese government’s usual estimates. This phenomenon temporarily boosts the transport and tourism sectors, but also reveals economic tensions: in 2026, despite official growth of 5%, the real estate crisis is weighing on household purchasing power, making these family reunions more symbolic than ever.
60 years: the astrological rarity that attracts collectors
The Year of the Fire Horse only occurs once every 60 years (the last time was in 1966) and the next one will not be until 2086. After nearly three years of stagnation, signs of recovery are expected in 2026. And that’s good news, as the Year of the Horse corresponds to the equestrian heritage of many prestigious fashion houses. Brands are capitalizing on this rarity to create collector’s items: Dior, for example, is launching a “Clover Garden” collection featuring skirts, bags, and sneakers adorned with horse motifs, lucky clovers, and toile de Jouy patterns. For their part, Piaget and Vacheron Constantin are unveiling watches engraved with the noble animal, and Swatch is launching Riding the Clouds, created in collaboration with artist Yu Wenjie. Meanwhile, Aurélie Bidermann is launching the Laodice collection, exploring the universal symbol of the horseshoe, a symbol of luck and protection. It’s a strategy that’s paying off: according to the Swiss Watch Federation, sales in the “zodiac” watch segment are growing by 15 to 20% in rare years.
5 elements: the key to understanding the year (and brand marketing)
Chinese astrology is based on five elements (Wood, Fire, Earth, Metal, Water) that color each year. In 2026, the element of Fire dominates, symbolizing passion, transformation, and explosive energy.
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