The Chinese Year of the Fire Horse has a new, unexpected mascot: Draco Malfoy.

Associating the Harry Potter antagonist with China’s Year of the Fire Horse might seem odd or whimsical. But it has much to teach us about the complexities of Chinese Mandarin wordplay, online participation and meme-making culture.

A search for Malfoy memes manifest his youthful head floating jubilantly, amid a background of red, gold and black calligraphy.

Meaning in images

In China, Lunar New Year decorations are designed to summon luck, prosperity and protection into the home – and visual puns and homophones are a common feature.

Classic New Year prints often include images of names that sound like phrases for good fortune or prosperity. You will commonly see images of the Zodiac, red lanterns, golden carp, fleshy pink peaches and gold ingots – all symbolizing abundance.

Prior to the annual festival, the Chinese character fu 福 (good fortune) is often displayed upside-down on doors and walls in Chinese homes.

This is because the word for “upside-down” (倒, dao) is wordplay on the word “arrive” (到, dao) in Mandarin. Hanging the fu 福 upside down means “Good fortune has arrived.”

There is other wordplay, too. Yu 魚 (fish) sounds like the word for surplus, so fish imagery suggests abundance.

During last year’s Year of the Snake wordplay used snake (蛇, shé) and earthly beings/humans (巳, sì) to pair snake imagery with phrases about time, events or letting go.

This Year of the Fire Horse is historically linked with energy, momentum and breakthrough.

In Mandarin, Malfoy 马尔福 (Ma er fu) contains phonetic elements that resonate with words associated with horses (马, ma) and good fortune (福, fu). Hanging Malfoy upside-down on a door or wall extends the same pun, suggesting “good horse fortune has arrived” in your home.

In this way, Malfoy sheds his snake skin from villain to a serendipitous linguistic fit for a year defined by fiery horses and potential prosperity: a modern good luck poster.

Visual remixing

Humor, wordplay and visual remixing are a key feature of Chinese internet culture.

Memes thrive on shared visual references, which can be easily remixed. Malfoy’s titanium white hair and sharp features make him iconic, even in small or edited images.

Another example of homophonic wordplay was during the #MeToo movement.

Facing political sensitivity in China, activists embraced phonetic wordplay to visualise the phrase #MeToo, juxtaposing images of a bowl of rice (米饭, mi fan) with a rabbit (兔子, tuzi). The Chinese meme, Mi Tu (literally rice bunny) is visually coded “cute” on the surface, yet functions with the potency and strategic agility of a Trojan Horse.

The memes became a political statement, to visually disrupt and address sexual abuse or harassment.

The Grass Mud Horse (草泥马, cǎonímǎ) is a mythological alpaca co-created in 2009 as a linguistic and visual protest symbol.

Its name is a homophone for a well known insult, enabling users to express defiance while circumventing censorship. It became a playful yet powerful emblem of resistance to information control, widely circulated through music videos, memes and satirical narratives.

The homophonic wordplay of Draco Malfoy performs a similar cultural function – with celebration that evolves tradition, rather than political protest. Users paste Malfoy’s face onto fire horse emojis, Chinese calligraphy or zodiac themed layouts.

Others animate him riding red horses or link his image with auspicious greetings.

Culturally specific memes

Visual culture is culturally specific: meaning cannot be transported across contexts without interpretive friction.

Chinese culture has a long history of playful symbolism. The Malfoy memes fit into that tradition using humor and visual puns to express good wishes. It does not replace sacred rituals or religious practices.

Lunar New Year is not only about preserving tradition. Malfoy as a literary villain may be ironic through a Western lens. However, his image becomes a shared entry point into cross-cultural exchange.

It is about renewing hope for the future, and memes are a clever example of how language shapes visual culture and how traditions evolve.

Visual literacy enables us to unlock the cultural keys embedded within symbols and myths, revealing layers of meaning that might otherwise remain obscured.

Online spaces are where a fictional wizard can temporarily join a centuries-old symbolic system built on flexible wordplay and visual humor for the Year of the Fire Horse.

Justine Poplin is teaching associate, Faculty of Education, Southern Cross University

This article is republished from The Conversation under a Creative Commons license. Read the original article.