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A snake mascot in Quanzhou, East China's Fujian Province Photo: VCG

When Hai Hai, a zodiac mascot in the image of a snake, first appeared beside the Weiyuan Tower in Quanzhou, East China's Fujian Province and was doing the chest-clapping dance, it drew crowds of citizens and tourists alike, all flocking to take pictures.

This is an artistic installation full of local color designed for the upcoming Chinese Year of the Snake. It is inspired by the local intangible cultural heritage (ICH) chest-clapping dance and features a neck decoration made of the Sterculia flower. The scale patterns and totems on its body are drawn from the distinctive red brick designs found in Quanzhou's architecture.

As the Spring Festival approaches, the Year of the Snake zodiac mascots like Hai Hai are slithering their way into the hearts of Chinese people. Even before the celebrations begin, the festive spirit is already in the air. The "snake" is taking over the streets around China, taking a cue from their scaly predecessor, the Dragon.

Some snake mascots have garnered attention on Chinese social media for their exquisite designs, such as the elegant depiction of the white snake from Hangzhou in East China's Zhejiang Province, while others have captured the imagination and amusement of netizens with their quirky appearances, like Dian She (lit: Yunnan's snake), known for its exaggerated front teeth.

Regardless of the type of mascots, the creative designs that incorporate local culture from various regions across China are ginning up excitement for the upcoming Spring Festival that marks the first festival since being inscribed as an intangible cultural heritage of humanity. The vitality of these mascots has also contributed to the spark of renewed interest in travel during the holiday season, Liu Simin, a research fellow at the Tourism Research Center of the Chinese Academy of Social Sciences, told the Global Times.

A snake mascot in Nanjing, East China's Jiangsu Province Photo: VCG

Unique local color

In the competition to design mascots for the Year of the Snake, the winners who garnered the most attention on social media were those who showcased distinct local characteristics. For instance, Hai Hai is covered from head to toe in symbols of Minnan culture from Fujian Province.

According to Lin Fei, a deputy director-general of the culture and tourism bureau of the district, Hai Hai is one of a set of seven snake mascots. The design integrates elements of Minnan culture or Hokkien culture, and intangible cultural heritages such as the traditional chest-clapping dance, boats for blessings, female attires of the Hui ethnic group, and more with the image of a snake.

She explained that the snake images fully embody the city's spirit and values. The shaping reflects the Quanzhou people's warm hospitality, optimism, diligence, bravery, pursuit of wealth and harmony, as well as their love for life and aspiration for a brighter future.

The zodiac mascot has sparked a heated response from netizens across the country after the launching, with many expressing their affections for their favorite Year of Snake mascots. The sales revenue of related cultural and creative products online has surpassed 3 million yuan ($409,000).

Another snake image that diverges from Quanzhou's mascot made its appearance in Zhejiang Province, known for its serene landscapes often depicted as gentle and refined in Chinese artworks.

Without highlighting the detailed features of a snake, the art installation "Us" created by Chinese artist Qian Lihuai draws inspirations from the snake's sinuous silhouette, making the snake-inspired art the most Chinese classic while also being modern. 

Crafted using the unique ICH bamboo weaving technique originally from Wuzhen, Zhejiang, the art collection featuring nine snake-shaped installations in various expressions. "Snakes interpreted in Chinese art are imbued with vitality that feels neither frightening nor menacing. Instead, they show the aesthetics of Chinese ink painting," Qian told the Global Times. He also adds that the Zhejiang bamboo weaving conveys the "euphemistic Jiangnan aesthetics" inherent in Chinese art.

The art collection, with the largest one among them standing at five meters tall, was praised by international viewers, many of whom told Qian that they value how the traditional technique combines seamlessly with modern sculptural arts.

A woman showcases snake plush toys in Qinhuangdao, North China's Hebei Province. Photo: IC

Same blessing

Whether local residents or international visitors, all can sense the blessings for the Chinese Lunar New Year conveyed through these mascots, despite their diverse designs.

Liu noted that zodiac culture in China connected to the lunar calendar, with each Lunar New Year marking the beginning of a new animal's influence, and deeply rooted in Chinese people's beliefs, can be taken as a carrier of local culture and folk customs to build a better atmosphere of the Spring Festival, especially for those who choose to celebrate the festival through travel.

"The essence of travel lies in the pursuit of differences. The fusion of zodiac culture, familiar to nearly all Chinese people, with local cultures that are new and exciting for tourists can heighten anticipation for the Spring Festival and enrich the overall festive atmosphere in society," Liu ­stated. "We should encourage the ­creative expressions of various regions."

Hai Hai remains at the square beside the Weiyuan Tower, watching over the bustling crowd and ready to accompany local residents and tourists throughout the entire festival season. What surprises await at the next place?