Vendors are now making a small fortune by selling chicken-themed headpieces as China celebrates the beginning of the Year of the Rooster.
Visitors of tourist hotspots across China are now finding it hard to resist the urge to pick up a yellow chick and put it on their head, and the streets are now full of people wearing the seasonal headgear.
Having just celebrated the Year of the Rooster a few days ago, vendors are cashing in on the hype.
Sellers in the popular tourist town of Luodi in Chengdu, capital of south-western China’s Sichuan Province, are making months worth of earnings in just a few days after the trend picked up this week.
The yellow chicks go for 10 RMB (1 GBP) or less, and even with dozens of vendors hawking the headgear, each is able to make the equivalent of several hundred pounds a day.
One seller of the chick ornaments was quoted as saying he now sells "four to five hundred a day."
The transient fashion trend seems to have replaced the one seen in Chinese capital Beijing in 2015 when people started wearing fake bean sprouts on their heads for no particular reason but to stand out.
Now their head, and the head of their toddlers and even pets, carry the yellow chickens that symbolise good luck and favourable blessings during the Chinese New Year holidays.