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.

“Dragon is the only animal that does not actually exist in the 12 Chinese zodiac animals. The divine animal is an inseparable part of the Chinese civilization and is an important spiritual symbol of the Chinese people, embodying our hope for and pursuit of peace, joy, and good luck,” said Lin Cunzhen, professor and associate dean of the School of Design at the Central Academy of Fine Arts, the lead designer of the mascot.

Lin, who also designed the official emblems of the Beijing 2022 Olympic and Paralympic Winter Games, said to come up with a design that fuses the holiness and solemnity of the divine creature and the festivity and adorableness required for a mascot, she and her team pooled the wisdom of archaeologists, art historians, contemporary artists, and designers. They also interviewed people of various age groups to learn about the preferences of a dragon mascot.

Aside from being widely featured in the 2024 “Happy Chinese New Year” celebrations at home and abroad, “JiXiang Long” will be developed into a host of cultural creative products, ranging from stationery to souvenir statues.