He says with such fast social development, people today are facing enormous pressure from many aspects of life.

Therefore, it is understandable that modern people want to seek help from their cultural roots in search of spiritual comfort and problem-solving shortcuts in an effort to release inner pressure.

"Just like the popular horoscope culture in the West, as long as people are not addicted to the Chinese zodiac sign culture or take it too seriously, it serves as psychologial therapy that helps modern people gain a sense of security," says Lin.

And move over Bugs Bunny, the rabbit will also play a role in the domestic children's film market.

According to the State Administration of Radio, Film and Television, six rabbit-themed animation films will hit screen later this year.

The producers are confident of reaping high box-office receipts.