Sales of dragon-themed goods boom in Shandong

Foods, clothing and even kites featuring mythical creature captivate consumers

Dragon-themed products are experiencing a surge in popularity as the Year of the Dragon approaches, with a wide range of items such as food, fashion and traditional crafts featuring the mythical beast captivating consumers.

In the Fushan district of Yantai, Shandong province, Qu Baole has been busy making bobo, a type of wheat bun that is larger than a regular steamed bun, since mid-November. "Bobo decorated with dragon elements have become a hit among consumers, with one particular series called the 'Wealth-inviting Dragon' being especially sought after," said Qu, who has created eight kinds of dragon-themed buns.

The dragon, or long in Chinese, is the only mythical creature among the 12 Chinese zodiac signs. It has existed in legendary tales for millennia, and has long-held spiritual importance in China, said cultural experts.

The Wealth-inviting Dragon bobo is made in the shape of a cartoon dragon. It contains six golden coin-shaped dough pieces, symbolizing the promise of wealth for those who partake. Qu and two other women work tirelessly from 8 am to 10 pm to meet orders for dragon-themed bobo.

The enthusiasm for dragon-themed products extends beyond culinary delights.

Searches for dragon-themed items on JD.com, a popular online retail platform, exceeded 23 million in the first three weeks of January, according to a report released by the JD Consumer and Industry Development Research Institute on Jan 23.

For example, the dragonthemed hanfu, traditional Chinese attire, saw a nearly twofold year-on-year increase in transaction volume.