China’s Year of the Horse shoppers let emotional satisfaction take the reins

As the Year of the Horse approaches, Chinese consumers are hunting online for mascots, dolls and charms themed after the zodiac animal, favouring soft, round and playful designs over formal styles, in what industry observers say places more weight on emotional fulfilment than on material possessions or brand prestige. This craze is boosting retail sales for plush toys and gold accessories, as is evident in toymaker Pop Mart’s sold-out Have a Good Run series of plush pendants, as well as brisk...