Even before the rabbit hops away

One of a couple of dragon T-shirts at the Chinese retailer Yishion

Barely into the second week of December, we began noticing the appearance of what could be considered Lunar New Year merchandise, with the dominance of the dragon totally unmistakable. We know that the mythical 龙 (long) is a powerful and much revered creature among the 12 animals of the Chinese zodiac, but we did not expect it to assert its preponderance this soon. And we’re not referring to the odd 龙灯 (longdeng or dragon lantern), but articles to be worn. Sure, 龙头老大 (longtou laoda, or dominant) Nike has shared images of their dragon-inspired kicks for next year, but these are not available, yet. Christmas is not over, even if it’s truly round the corner—it is not clear if there are really shoppers in a CNY mood. Or, frame of mind. Yet, 年货(nianhuo) or Chinese New Year merchandise are already very visible. We’re not even referring to the love letters already available at cold storage. When we asked a stacker recently if those egg rolls can be kept till CNY, he said, “better not.”

On the fashion retail floor we are expecting brands to launch their clothing with dragon motifs in January (and we are curious to see what would be put out). But fast fashion labels, especially those from China, have already dressed their mannequins with clothes probably worn only on the first 15 days of CNY. Sure, we have not seen the full onslaught of merchandise as most are what one marketing consultant described to us: “只是前菜 (zhishi qiancai or just starters)”, but there is no mistaking that Christmas for some fashion retailers have ended way before Boxing Day. But this is not happening only at brick and mortar stores, where the visibly seasonal offerings are important. At Shein, the festive vibe is unmistakable, too—from dragon drop earrings to modern qipao, emblazoned with the mystical beasts. The Yuletide season is well over.

Another Yishion top seen at Starbucks during what was very much in the thick of the Christmas season

While it is understood that there are those who prefer to do their shopping really early, it is surprising to see those who are already wearing garments in full celebration of the not-here-yet year of the dragon. At Starbucks this morning, we spotted a chap, as he sauntered coolly in, togged in a black T-shirt with a dragon insignia of sort on the left side of the chest, and two fiery dragons in the rear, one on the right of the back, beneath the shoulder, and another on the left, above the hem—double the happiness. Suddenly the faint festive mood in the chain café was totally obliterated. The Christmas music playing discreetly in the background sounded off-season or from the wrong playlist. The still-presiding rabbit, as with the café’s festively bright Christmas Blend, was already much forgotten.

Fashion merchandise are, of course appearing earlier than the seasons they are shipped for. In the West, summer clothes are dropped as early as January (in Asia, even in December!), when it could be still freezing, while winter woolies appear in July, when it is still scorching (or in some places where wild fires rage). Some merchandisers say that this is a way to ascertain how shoppers will respond to certain merchandise. Yet, not much is known about the take-up rate of items not for immediate use. At Club 21’s Four Seasons stores two days ago, one staffer was pointing us to their spring/summer 2024 merchandise—a rack of lightweight and pale-coloured clothes. Just arrived, we were told. Oh, so early, we mentioned. Yah, she said, in a tone that was no different to are you surprised? But around us, shoppers were only looking at the sale merchandise. Even if the Yuletide celebrations may last till the Epiphany (6 January), Twelve days of Christmas is, as it appears, really just a song.

Photos: Zhao Xiangji