Luxury Brands Shift Strategy as Chinese New Year Travel Surges During Fire Horse Year

Luxury brands are overhauling their 2026 Chinese New Year strategies as travelers drive a surge in domestic tourism and cultural experiences during the Year of the Fire Horse.Labels like Loewe and Prada are moving away from generic motifs to launch immersive campaigns featuring Wang Yibo and Yang Mi as 540 million rail trips are expected across China.High-end domestic travel costs have reached ¥27,000 per person while retailers like Chanel and Ralph Lauren open new stores in hubs like Hainan and Xi’an.