Happy Year of the Snake (and other animal matters to consider)

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Did you know that 2025 is the Year of the Snake? And while Japan will be kicking off the serpentine year on January 1, in China and some other Asian countries it won’t start until New Years begins according to the lunar calendar on January 29 this time. Now getting back to our reptilian friend, in the Western world the snake generally has a bad reputation, associated with evil, temptation, deceit, and danger. But in Asia, not so much. Of course there are dangerous snakes galore, but the snake is also culturally associated with wisdom, healing, good fortune, and transformation. And when we look at how the images of various animals differ in different cultures, you begin to realize how this could pose a challenge to branding and localization if an animal plays any role in your product or corporate identity.

The Snake – bad news or good fortune?

The characteristic images associated with animals are cultural, and their roots are deep. So to address how people view them now, it might be a good idea to start in the past. The ancient Egyptians depicted the cobra on the pharaoh’s headdress as a powerful symbol of royalty and divine protection. The goddess Wadjet, often depicted as a cobra, was believed to safeguard the pharaoh. The ancient Greeks had a different take, as the serpent Python (slain by the god Apollo) was a symbol of chaos and evil. However, the serpent also plays a role in healing and rejuvenation, as seen in the myth of Asclepius, the god of medicine, whose staff is entwined with a snake.

Getting back to the present-day, while the serpent’s interactions with Adam and Eve have influenced Western cultures to view snakes with suspicion and fear (heck, even in Harry Potter the House of Slytherin are the bad guys), in Hinduism the snake is associated with healing, fertility, and the life force, particularly manifested in the serpent god Naga.

In some Chinese folklore, snakes can be associated with evil, temptation, and deceit, but these negative connotations are less prevalent compared to the positive symbolism of: Wisdom and longevity (or even immortality) due to their long lifespans; Healing and medicine since snake venom and other parts of the snake are used for medicinal purposes in traditional Chinese medicine; Creation thanks to the ancient Chinese mythology of Fuxi and Nüwa, considered the creators of humanity, who are often depicted with snake-like bodies; and the Chinese zodiac, of which the snake is the sixth animal, blessing those born on the Year of the Snake with the attributes of intelligence, intuition, and wisdom.

In the Japanese indigenous religion of Shinto, snakes are often considered sacred creatures, messengers of the gods, and protectors of sacred sites. The snake’s ability to shed its skin is a powerful symbol of transformation, rebirth, overcoming challenges, and new beginnings. Some also believe snakes are bringers of good luck, especially in matters of business and prosperity, which is why you shouldn’t freak out if you spot a Japanese person keeping a piece of shedded snake skin in their wallet.

As one might expect, however, even Japanese people also associate snakes with fear and danger, thanks to the Mamushi and Habu snakes there. But people with sufficient skill and bravery living in Okinawa Prefecture, where Habu snakes are plentiful, can gain supplementary income by catching the snakes and turning them over to local authorities who will pay JPY3,000 per viper, so in this ssssssense snakes can indeed be good fortune.

The Dog – loyal friend or dirty beast?

In Western culture, dogs are cherished as beloved companions and family members. Their loyalty, affection, and playful nature are highly valued, and are the basis for them being called “Man’s Best Friend.” Historically and even today, dogs serve as valuable guardians protecting homes and livestock, and continue to play a crucial role in hunting, assisting humans in tracking and retrieving prey.

Pan eastward and in the Middle East we see a slightly different picture. Particularly in Muslim-majority countries, dogs may be viewed as unclean animals according to certain Islamic interpretations. This can influence attitudes towards dog ownership and interactions with them, and can impact how dog images in advertisements, brochures and other sales promotional materials might be accepted by the audience.

In Japan, dogs are popular as pets, and specific native breeds like Shiba Inu and Akita Inu hold cultural significance. But in India, dogs are generally not kept as pets in many parts of the country, and stray dogs are a fairly common and concerning sight.

The dog is a Chinese zodiac animal, characterized as being loyal, honest, protective, reliable, outspoken, compassionate, but also can be stubborn and judgmental.

The Cat – bad omen or good luck?

Considering how much cats have contributed over the millennia in eradicating the mice and rats that infested food storage facilities, it’s almost criminal the way Western culture associated them with witchcraft and the devil. Black cats were especially bad luck (or maybe you still catch yourself changing course when one crosses in front of you?). But at least nowadays, they’re recognized as the excellent pets they are, even if they’re not as overt in their show of affection the way dogs are.

In Japan, cats have traditionally been considered supernatural creatures worthy of fear and awe, while also considered attractive and associated with good luck, as seen in the famous Maneki-neko (beckoning cat) figurine you might find at a Japanese gift shop. Cats are the main feature at Neko-cafés in Japan today, and are a favorite subject among artists and artisans now and in the past, including the Nemuri-neko (sleeping cat) wood carving at the Toshogu Shrine.

Is the cat a zodiac animal? Well, yes and no. “No” because in China and most of the other countries that use the Chinese zodiac, there is no Year of the Cat, but “yes” because in Vietnamese culture the fourth animal in the zodiac cycle is indeed the cat instead of the rabbit.

People in the majority-Islamic countries of the Middle East and Asia Minor overwhelmingly prefer the cat as domestic pets over the dog. The variety of cat breeds suggesting roots in the region attest to their popularity, such as the Persian, Turkish Angora, Turkish Van, and Egyptian Mau (although the Sphynx originated in Canada!). In fact, Egypt’s affection for cats goes back to antiquity, when domesticated cats were essentially regarded as mini-versions of the goddess Bastet.

Beware, however, as the image of cats is not a universal one. While they may be the preferred pets in one culture, they may be considered pests in another, so be sure to research the market you plan to enter if your logo or mascot features a feline.

The Monkey – inquisitive mind or rampant menace?

As the phrases “monkey see, monkey do” and “stop monkeying around!” might imply, the monkey carries some comical and rather insulting baggage with it in the English-speaking world. But in Asia, monkeys are featured in folklore, mythology, and art across various cultures, symbolizing different qualities like mischief, intelligence, or agility. Perhaps the most noteworthy of all is in Hinduism, where monkeys in general, and the monkey god Hanuman in particular, are revered as symbols of devotion, strength, and intelligence.

It’s important to note that specific cultural attitudes towards monkeys can vary significantly depending on the region, the species of monkey, and historical and religious factors. In Thailand, monkeys are considered sacred and are a major tourist draw, attracting visitors who enjoy watching their antics, but they can also be aggressive and disruptive, raiding crops, stealing food, and even attacking people sometimes.

The Rooster/Cock – brave bird or chicken chicken?

In the English language, the term “chicken” is synonymous with “cowardly” (in addition to finger lickin’ good stuff you can buy by the bucketful), but “cocky,” which comes from cock (a male chicken), means “arrogantly pert” and “overly self-confident.” Not a good image either way. But the rooster provides a contrasting image in many cultures, including France where “le coq gaulois” is a prominent national symbol associated with bravery, vigilance, pride, independence, and abundance.

The rooster’s links to France date back to Roman times, when the Latin word “gallus” referred to both the ancient Gauls and the rooster. Over time, the rooster became a symbol of French identity, particularly during the French Revolution and the Third Republic. Today the Gallic rooster can be seen on flags, coins, and other national emblems, as a recognizable and beloved icon that represents the country’s history, culture, and spirit.

Getting back to the Chinese zodiac, the rooster is associated with the characteristics of being confident, hardworking, honest, sometimes boastful, and critical. The same goes for Japan, where roosters are depicted in traditional artworks as symbols of good luck and prosperity, complete with festivals dedicated to the fowl such as the Tori no Ichi. Of course, the finger lickin’ aspect of the fowl is also present, especially during the winter holiday season.

The Deer – hunter’s trophy or cultural treasure?

In many countries, the deer, especially the stag, is revered for its majestic and strong appearance – so much so that it can wind up as a trophy on a wall somewhere. But not all cultures regard the deer as a target to be shot at or the “before” version of venison.

In Japan, due to Shinto influences, deer are considered sacred messengers of the gods, particularly in the city of Nara where they’re allowed to roam freely in Nara Park. Back in the 8th century, when Nara was the capital of Japan, deer were officially declared sacred and protected by law, and this tradition of treasuring the deer continues even to this day.

Whether the image intended is awe and majesty, or beauty and serenity, the deer is undoubtedly an iconic animal — but alas, it is absent from the zodiac. Perhaps if the zodiac had originated in Japan, the deer would have been among the twelve. But in Han Dynasty China other animals had higher priority, including the mythical Dragon which holds significant symbolic meaning representing power, strength, good luck, and prosperity.

Make sure the animal works in the local market

Animals have been deeply ingrained in human cultures for millennia, often serving as symbols, totems, and spiritual beings. The cultural significance may be rooted in everything from religion (i.e. Sacred cows in India) and superstition (i.e. Shapeshifting foxes and raccoons in Japan), to the economy (i.e. Bullish or bearish markets on Wall Street). If you have an animal as part of your logo, brand image, or key visual, don’t automatically assume that it will perform the same way across all markets. It’s important not only to translate words but to implement cultural localization when attempting to enter foreign markets.

Douglass McGowan