'Cry-Cry Horse' becomes China's first toy craze of 2026 — thanks to a factory glitch

A plush toy horse with a droopy frown and blushing cheeks — originally the result of a factory sewing error — has unexpectedly become China’s first viral craze of the new year.

Dubbed “Cry-Cry Horse” (哭哭马), the 20-centimeter stuffed animal struck a surprising emotional chord with young consumers weary from work and life. It’s now at the center of a manufacturing boom in Yiwu, the eastern Chinese city known as a global hub for small commodities.

“It wasn’t supposed to be like this,” said Zhang Huoqing, who owns the factory churning out the horses. “We shipped some out in the morning, but by the afternoon, people weren’t returning them — they were asking to buy more.”

"Cry-Cry Horse" plush toys on display at a store in Yiwu International Trade City, a major wholesale hub in eastern China. Photos by Xinhua

The toy was meant to be a cheerful zodiac horse for Lunar New Year, but a mistake on the production line flipped the mouth and blush marks upside down. What was meant to be a grin turned into a pout — and the internet fell in love.

“People started calling it a ‘hidden edition’ and sharing it everywhere,” Zhang said. “It resonated with this whole ‘beaten down by life’ mood that many young workers joke about.”

The response was immediate. Daily orders skyrocketed to around 20,000 units, prompting Zhang to expand production from two lines to more than 10. Even with the ramp-up, the toy remains in short supply. Some overseas buyers from South Africa, Russia and Romania are placing bulk orders of 1,000 units or more.

A Finnish merchant snaps a selfie with a "Cry-Cry Horse“ plush toy at Yiwu International Trade City in Zhejiang Province, on Monday.

As of this week, the toy has sold over 20,000 units in just 48 hours, according to Taobao data. Priced at 25 yuan (US$3.50), it’s affordable enough to become a casual gift — or a desk buddy for emotionally exhausted office workers.

“The sad little face is oddly comforting,” one Weibo user wrote. “It looks how I feel — tired, awkward, but still trying.”

A plush mirror of modern mood

The toy’s appeal seems rooted in its emotional honesty. At a time when mass-produced Lunar New Year merchandise often leans on bright colors and forced joy, this plush toy flips the script — literally and figuratively.

“Instead of pretending everything is fine, it gives space to admit that sometimes life is hard,” said one fan on Xiaohongshu, China’s Instagram-like lifestyle platform.

Nicknamed by netizens as the “Don’t Be Sad Horse” (不要不开心马), the toy has become a symbol of gentle self-mockery and quiet resilience — traits that resonate deeply with a generation navigating job stress, economic uncertainty and digital burnout.

Toy stall owner Zhang Huoqing (L) chats with a customer as three "Cry-Cry Horse" plush toys sit on the counter at Yiwu International Trade City, Zhejiang Province, on Monday.

It’s also part of a wider trend in China’s toy and collectible space, where “emotion plushies” — toys expressing nuanced feelings — are dominating sales.

On Taobao, searches for “Year of the Horse” products have surged since January, with more than 70% of purchases going toward plushies that feature expressive or even eccentric designs. In addition to the "Cry-Cry Horse," consumers are snapping up plush characters like the aloof “Cool Horse,” the smug “Bossy Horse,” and the dazed “Lunch Horse” — each capturing different Gen Z moods.

Toy stall owner Zhang Huoqing displays "Cry-Cry Horse" plush toys at a shop in Yiwu International Trade City, Zhejiang Province, on Monday.

“The whole zodiac is getting a personality upgrade,” said Zhang, who plans to develop a full “Crying Zodiac” series next, including plushies for all 12 animals, each with their own emotional twist.