As the Lunar Year of the Horse approaches, the Warring States period yellow jade horse—a prized artifact in the Confucius Museum—has inspired over ten new cultural and creative products, including scarves, sachets, and wooden combs. In Chinese zodiac culture, the horse symbolizes strength, speed, success, and diligence, making it a popular motif for creative reinterpretation. Museums across China are transforming their star artifacts into marketable cultural goods.
At a cultural market in Qufu, Shandong province, the manager of a local craft shop promoted a black-and-gold scarf featuring the jade horse blended with traditional patterns, inviting visitors to try it on. The small, round-bodied yellow jade horse, unearthed from an ancient Lu capital site, stands less than six centimeters tall and has become a beloved figure for its charming contrast of dignified posture and subtle smile.
According to the museum’s deputy director, previous products based on the jade horse—such as refrigerator magnets, dolls, and ice cream—have already captured the interest of younger consumers, even sparking a resale trend. Seizing the opportunity presented by the Year of the Horse, the museum has launched more than ten new items and collaborated with a television network to release a set of animated stickers, expanding the artifact’s appeal beyond traditional audiences.
The museum is committed to drawing inspiration from history to create beautiful modern items, with greater resources devoted to high-profile artifacts like the jade horse. Its development strategy now covers exhibitions, product design, educational programs, and AI interactions, reflecting a shift from isolated initiatives to integrated, systematic cultural activation.
A quick survey shows that other museums are also racing to introduce horse-themed creations. The National Museum of China has released a “Dark Horse” collection inspired by a Tang dynasty tri-color glazed horse, while the Gansu Provincial Museum launched a limited-edition doll based on its bronze galloping horse. The Jinan Museum has replicated a Western Han painted pottery horse and carriage in a scented sachet design. These efforts are making once-distant artifacts increasingly accessible to the public.
A cultural researcher from the Shandong Academy of Social Sciences suggested that in addition to product development, museums should enhance narrative and IP development around zodiac-themed relics. By incorporating light art and digital interaction, institutions could create immersive exhibitions—for instance, allowing visitors to virtually “ride” historical horses through digital technology, transforming abstract cultural symbols into relatable emotional experiences.