The shop window of the traditional Italian stationery brand Moleskine in central Milan showcases a special collection inspired by the Chinese zodiac and the Year of the Horse, featuring an eye-catching decorative Chinese character "horse" motif alongside red and shimmering notebooks and pens.
Featuring auspicious red covers, horse illustrations symbolizing strength and good fortune, and packaging that includes a traditional red envelope, the collection is designed to appeal to both Chinese consumers and international shoppers celebrating Chinese culture, Gregory, a salesperson at the store, says.
By releasing a zodiac-themed series annually in collaboration with artists, including creatives from China, the brand blends Italian design and craftsmanship with meaningful Chinese motifs, turning cultural appreciation into a bridge for market expansion and cross-cultural engagement.
As the influence of China's Spring Festival economy continues to grow, many businesses in Italy are similarly tapping into zodiac themes and festive consumption trends to strengthen their appeal.
In the upscale shopping district of Milan, the flagship showroom of Italian scooter maker Vespa prominently showcased a special Year of the Horse edition in its front window.
According to innovation manager Luca Sacchi, the model artfully blends zodiac symbolism with the brand's signature industrial design: a deep brown finish evokes the sheen of a horse's coat, while a refined leather seat draws on equestrian aesthetics.
Sales manager Mauro Gandini notes that Spring Festival collectible editions have generated global interest among enthusiasts and collectors, with orders arriving within the first week of the launch last month, an encouraging signal for the market potential of culturally themed special editions.
Other Italian brands have adopted similar strategies. Fashion houses Max Mara and Emporio Armani, along with fragrance label Acqua di Parma, have introduced horse-inspired capsule collections featuring equestrian motifs, red-and-gold palettes and exclusive prints associated with Spring Festival.
Andrea Cicini, a licensed member of the Italian Public Relations Federation, says that while the holiday represents a peak sales season, it also offers a valuable opportunity to build emotional connections with Chinese consumers.
As Chinese buyers place increasing emphasis on cultural storytelling, holiday-themed collections have become an important tool for overseas brands seeking deeper engagement with the Chinese market.
The appeal extends beyond Chinese shoppers. Gregory, says Moleskine's Chinese New Year collection has been particularly popular among Asian customers while also drawing interest from Italians intrigued by Chinese culture.
Maya, a shopper, browsing the Year of the Horse notebooks, describes the design as "very cool" and says it helps her better understand China's zodiac traditions.
Cicini adds that China's vast consumer base continues to attract global brands, with the Spring Festival serving as both a testing ground for new products and a platform to refine brand narratives.
The dynamism of China's holiday economy, he says, offers insight into broader consumption trends and presents tangible opportunities for foreign companies as the country's consumer market continues to expand and upgrade.
