Tigers are burning bright as Spring Festival gifts

As the Year of the Tiger in the Chinese lunar calendar approaches, all kinds of items related to the Chinese zodiac have been selling rapidly.

Since last month, the sales value of goods featuring tiger elements has risen 9.4 times year-on-year, according to e-commerce platform JD.

The popularity of the zodiac illustrates people's growing recognition of traditional Chinese culture, both at home and abroad.

In China, the tiger is known as the "king of all beasts" and it is a symbol of bravery and power. In ancient times, tiger patterns were carved on bronze or golden seals as symbols of military authority. In traditional culture, the tiger was regarded as an auspicious animal that expelled evil spirits and brought blessings and peace.

The zodiac element has been applied to almost every category of consumer goods, including accessories, handbags, cosmetics, stationery, snacks－and clothing, of course.

On Dec 17, the Nanjing Yunjin Research Institute and fashion brand Teenie Weenie jointly launched a new series to celebrate the Year of the Tiger.

A week before the launch, consumers responded positively to a preview, with a large number of presale bookings. After the official launch, the series saw sales of 10 million yuan ($1.57 million) in just two weeks.