'Happy Chinese New Year' mascot unveiled in Beijing

The cute, cuddly "auspicious rabbit" figure as the first mascot for the “Happy Chinese New Year” celebrations, a brand program of the Ministry of Culture and Tourism of the People’s Republic of China, has arguably been an international star. The mascot travelled overseas to various countries, endearing itself to politicians and celebrities, and leaping into countless hearts worldwide.

Following the rabbit’s phenomenal success, the ministry launched the 2024 “Happy Chinese New Year” mascot for the Year of the Dragon global celebrations on Saturday in Beijing.

Dubbed “JiXiang Long”, literally lucky dragon, the mascot features a gesture of welcome and a smiley face with flame-shaped eyebrows, auspicious cloud ears, and a gold ingot-shaped nose. Its body is covered by flame patterns and dominated by yellow and red, two iconic hues of the holy animal portrayed in traditional Chinese arts and crafts.

Gao Zheng, director-general of the ministry’s Bureau of International Exchanges and Cooperation, unveiled the mascot alongside award-winning composer, conductor, and UNESCO Goodwill Ambassador Tan Dun.