EWES celebrates Chinese New Year with a unique collector’s figure

Chinese New Year 2025 begins on 29th January and lasts for 15 days, until 12th February and the Lantern Festival. To celebrate this period, our colleagues at EWES Asia Pacific have prepared an exclusive collector’s gift for our Asian customers.

2025 marks the eighth in our series of collector’s figures, and this time we celebrate the Year of the Snake. From 29th January 2025 until 16th February 2026, we enter the Year of the Snake – a year of wisdom, sharpness, and a certain mystery. It is also the year when our zodiac series theme takes form in a beautifully illustrated snake, created by the artist Anna Ileby.

The Snake is one of the twelve animals in the Chinese zodiac and occurs once every twelve years. But what does the Year of the Snake mean according to Chinese astrology? In addition to being associated with intuitive and strategic thinking, it is a year for reflection and development. Each zodiac sign is linked to one of the five elements: wood, fire, earth, metal, or water. 2025 is the turn of the wood element.

Wood symbolises growth, creativity, and stability, but also flexibility – qualities that allow wood to adapt and grow. Along with the Snake’s symbolism of wisdom and strategic thinking, the Year of the Wood Snake represents a time for reflection and wise development.

So, what can we expect from this year? It is a year that brings new opportunities for growth, both personally and professionally, encouraging us to make wise decisions to achieve our long-term goals.

Joy Qi, Regional Manager EWES Asia Pacific

4 Quick Questions to Joy Qi, Regional Manager of EWES Asia Pacific

How did you celebrate Chinese New Year 2025?
Chinese New Year is the best time for family gatherings and reunions. My whole family got together on CNY Eve at my mum’s house, where we had a big dinner with traditional dishes and snacks. After that, we chatted and watched the CNY Gala on TV. We call it Shousui, which means staying up late to welcome the New Year. Once the clock struck twelve, we set off firecrackers to welcome the year that had arrived.

Which zodiac sign were you born under?
I was born in 1983, the Year of the Pig. In Chinese society, it's generally believed that pigs have a beautiful personality and are blessed with good fortune in life. I don’t know if that’s true about my personality, but I have always felt very blessed.

For the eighth year in a row, EWES has created the zodiac of the year. How do you use them?
Since 2018, the Year of the Dog, EWES has been creating zodiac cards as giveaways to our friends, customers, and suppliers in China. EWES’ zodiac cards have a very distinctive character due to their Swedish design. I have to be honest – not everyone appreciates them, but we do have some fans who eagerly collect our cards. For example, Mr Li, one of our customers in China once said:

”EWES’ zodiac card is unique. Unlike our local depictions of zodiac animals, EWES’ cards always surprise me with their vivid imagination and bold design. I always look forward to a new card each year.”

Which EWES' zodiac is your favourite and why?
Personally, I love the EWES Tiger the most. The colours are very warm and beautiful, and the image looks powerful yet gentle at the same time. It reminds me of my dear mother – perhaps because she was born under the Tiger zodiac sign.