The New Year of the Horse brings a fusion of Chinese New Year flavor and novelty, and the consumer market is filled with warmth. From ski resorts to cultural and tourism attractions, from cinemas and screens to supermarkets, a series of trendy consumption scenes are flourishing, which not only continue the warmth of traditional Chinese New Year customs, but also demonstrate the vitality of consumption upgrading, outlining a new picture of the Ma New Year consumption market. Ice and snow ignite new vitality. When the Spring Festival meets the Winter Olympics, the craze for ice and snow sports sweeps across China, and the enthusiasm for participation among the whole nation continues to rise. The ice and snow economy is taking advantage of the trend and flourishing. "Embracing the New Year with ice and snow" is becoming the most dynamic new trend of the new era, injecting strong momentum and unique excitement into the Spring Festival. During the Spring Festival, Yilong International Ski Resort in Luoyang City, Henan Province, has become one of the popular choices for many tourists to experience skiing due to its convenient transportation location and complete ski facilities. To meet the skiing needs of tourists, the ski resort also specially opens night resorts and extends the consumption period to enrich people's gaming experience. Lin Xiangqian, the person in charge of Yilong International Ski Resort in Luoyang City, Henan Province, said in an interview that the number of tourists who come to ski during holidays has significantly increased, by 70-80% compared to usual. To further activate holiday consumption, multiple regions have launched diversified linkage discounts and characteristic tourism packages, continuously extending the "ice and snow sports+" industry chain, transforming the "cold resources" of ice and snow into the "hot engine" of holiday economy, and continuously releasing new vitality of Spring Festival consumption. New gameplay of "technology empowerment" during the Spring Festival of the Year of the Horse, the cultural and tourism market is booming, and technology empowerment has become a major highlight. The collision and integration of traditional Chinese New Year customs and modern technology have given rise to various new cultural and tourism "new gameplay", allowing tourists to experience different New Year's fun while feeling the traditional cultural heritage, and promoting the upgrading of cultural and tourism consumption quality. On the afternoon of the fourth day of the first lunar month, the 2026 "Celebrating the New Year in Yulin, Shaanxi Province" National Yangge Dance Exhibition was held in Yulin City, Shaanxi Province. Twelve yangko dance teams were cheering along the way, with crowds of spectators on both sides of the road. This year's yangko is a bit different from previous years. ”Li Xiaoping, the chief director of the 2026 National Yangge Dance Exhibition in Yulin, Shaanxi, said, "This year, there are robots, robotic dogs, stilts invited from outside, high-altitude lions invited from the south, louvered dragons, and Korean dance, which are very beautiful." Technology has enabled traditional culture to move from "being watched" to "being experienced". In the Confucius Museum located in Qufu, Shandong Province, many exhibitions have used digital means in the "Da Da Xiang - Celebrating the New Year in the Museum · Yellow River Collection" series of activities. Kong Lingdan, the marketing manager of Shandong Doushen Animation Co., Ltd., said that VR experience is more immersive and can clearly feel the combination of virtual and reality. Children can also immerse themselves more in the virtual space and learn more about Confucian culture, which is also a collision between modern and traditional culture, "she said. From the galloping horses laid out by thousands of drones in Chongqing, to the timed parades of the Liaoning Cyber God of Wealth robot, to the exciting battles between robots and ethnic dances in Xinjiang, this Spring Festival, technology has written a new footnote to the "New Year's flavor", giving traditional folk customs a full sense of the times. On the screen of the movie "Connecting" new scenes, multiple videos are released in the Spring Festival season, and people share the charm of light and shadow in the reunion; Off screen, small ticket stubs connect multiple consumption scenarios, continuously stimulating consumption vitality through "watching movies and enjoying New Year's customs". The light and shadow of 'galloping' reflect the festive Chinese New Year, outlining the beautiful scene of 'film+' empowering economic and social development. According to data from online platforms, as of February 22, the total box office for the 2026 Spring Festival season has exceeded 5 billion yuan. The reporter found through on-site interviews at Beijing Wanda Cinema, Yaolai Cinema, and other cinemas that they have launched a variety of peripheral products such as movie related cultural and creative products, Year of the Horse popcorn buckets, and video element claw machines. Wanda Cinema Beijing CBD Branch Cinema Manager Chi Zheng said that the popularity of watching movies continues to rise, and multiple shows during prime time are also fully booked, which has led to a significant increase in the cinema's passenger flow. We have also launched a wide range of food, beverages, and various trendy peripheral games, and the on-site consumption atmosphere is also quite lively, "said Chi Zheng. Especially for parent-child families, after watching this movie, they will come to search for any 'bear infested' surroundings, and the video and this derivative form a linkage for sale. So, the blind box of Xiong Da Xiong Er is selling very well. ”Xu Kaiyin, an employee of Wanda Cinema Beijing CBD store, said. Since the beginning of this year, the National Film Administration has launched activities such as "2026 Film Economy Promotion Year", "Traveling with Movies", "Tasting Food with Movies", "Appreciating Intangible Cultural Heritage with Movies", and "Visiting Markets with Movies". Based on regional characteristics, various regions have created "movie+" consumption scenes during the Spring Festival, promoting the transformation of movie "traffic" into consumption "increment". Shenzhen, relying on the "Silent Awakening of Insects" "hot screening", has launched four "Travel with Movies" themed routes, with video locations becoming "hot travel" destinations; The "Golden Panda Huimin Watching Tour" event in Sichuan has launched a measure of "movie consumption vouchers+food, culture and tourism subsidies", and as of February 19th, a total of 4.05 million yuan of movie consumption vouchers have been issued; Shaoxing will launch an 18 day cultural, business, and tourism promotion campaign with the theme of "Light and Shadow Tasting · Fireworks Ancient City". It is expected to distribute 10 million yuan worth of movie coupons... The "movie+" model will be further promoted, injecting strong momentum into the heating up of cultural and tourism consumption during the Chinese New Year. During the Spring Festival holiday of the Year of the Horse in Bingwu, the "market" is booming and the "new trend" is surging, reflecting the vitality of the Chinese New Year consumer market and injecting full confidence and vitality into the economic development of the new year. (New Society)