Horse Symbol to Art Expression Celebrating Chinese New Year 2026

JAKARTA - The Year of the Horse in Chinese calendar is often associated with the spirit of freedom, courage to take big steps, and energy that is not easily extinguished.

In the tradition of Eastern art, the horse is not just an animal, but a symbol of fighting power, character glory, and graceful forward motion. It's no wonder this figure is often immortalized through ink painting and calligraphy, a classic medium that demands precision and deep understanding.

Ahead of the Year of the Horse 2026, the meeting between cultural heritage and artistic expression is back on stage. One of its manifestations is through visual interpretations that combine calligraphy art with the world of craftsmanship of hundreds of years old drinks. At this point, the story of tradition, symbolism, and hand expertise meet in an interesting narrative to be traced.

In the midst of celebrating the 2026 Chinese New Year, Maison Martell marked this moment with an approach rooted in art. The cognac house, which has been around since the early 18th century, presents a limited edition collection that raises the figure of the horse as the center of visual inspiration.

This connection does not stop at the symbolic meaning. In modern Mandarin, the name Martell has a similarity in the initial characters with the word horse, a linguistic coincidence that was later translated into an artistic calligraphy work.

This interpretation is embodied in the special design on various cognac variants, from VSOP to XXO. This makes it not only a collection release, but also a work of art that is full of the meaning of luck and good wishes typical of Chinese New Year.

The relationship between this cognac house and the figure of the horse also has a historical dimension. The founder of the Maison, Jean Martell, began his journey in 1715 at the age of 21.

By riding a horse, he explored the Cognac region in France, got to know the character of the land (terroir), and chose the best eaux-de-vie, "water of life" that would shape the reputation of the house. The spirit of exploration is in line with the character of the horse, which is tough, agile, and brave to go far.

To translate this symbolic bond visually, Maison Martell partnered with Chinese artist He Datian, widely known for his horse-themed paintings. Through brush painting and traditional calligraphy techniques, he created a composition in which the silhouette of a horse appears to emerge from the Mandarin character that forms the name Martell.

The approach is not uniform. Each illustration is tailored to the personality of each cognac expression:

- In Martell VSOP, the image of a galloping horse represents the richness and intensity of its aromatic character.

- Martell Noblige features a standing (rearing) horse, reflecting strong energy and spirit.

- Martell Cordon Bleu shows a horse that is fast and agile, in line with its reputation as one of the most iconic expressions.

- A similar approach is also applied to Martell XO and Martell XXO with an emphasis on the depth and complexity of its character.

Calligraphy is not just an ornament, but a visual language that conveys nature, rhythm, and emotion. The visual aspect of this collection is also enriched through strong color games. Red, electric blue, gold, to silver are used to highlight vitality and luxury, while referring to the nuances of the Chinese New Year celebration.

In some variants such as Noblige and Cordon Bleu, the combination of bright colors gives a festive and dynamic impression. Meanwhile, in XO and XXO, the dominance of gold and silver presents an elegant and classy aura.

He Datian's artistic touch presents a strong hand-crafted impression. The detail of the precise design is a reflection of the dedication of craftsmanship, value is also attached to the long process of making cognac itself.

This Horse Year spirit is also celebrated through Martell's presence at a number of Chinese New Year Fairs in Jakarta, such as at Central Park Mall and PIK Avenue. This activation is designed to present a more immersive Chinese New Year experience, as well as introduce the limited edition collection directly to the public.

"Celebrating Chinese New Year 2026, Martell wants to present a more personal moment for consumers through the CNY Fair at Central Park and PIK," said Hendrik Simon, Marketing Manager of Pernod Ricard Indonesia, quoted from the official statement of Maison Martell.

"We invite you to celebrate the new year in a special way, while exploring the Martell limited edition series that is full of meaning and high craftsmanship values." he continued.

Through a blend of cultural symbols, calligraphy art, long history, and meticulous craftsmanship details, the story of the 2026 Year of the Horse evolves into more than just a product launch. It embodies a celebration of movement, courage, and the beauty of traditions that continue to find their new forms in the present.