Happy New Year of the Dragon - or should that be ‘Loong’?

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Every Lunar New Year, China ushers in a new zodiac sign from a cycle of 12 auspicious animals.

This year, it’s the Year of the Dragon, or more accurately, the “Year of the Loong,” says Chinese state media, using its preferred term for the mythical beast.

“Loong” has been used in the past to describe dragons, but this year it’s been popularly embraced as the preferred translation of the Mandarin word for a creature long revered in Chinese culture.

The word dragon, state media says, is heavily associated with the Western image of a vicious and fire-breathing beast, unrepresentative of the wise and peaceful folkloric creature many in China know and love.

The Chinese “loong” conjures positivity, nobleness and fortune and therefore should be distinguished linguistically from its Western cousin, state media argues.

Chinese media has dedicated coverage and airtime to promote the new nomenclature over the past week or so, though both “dragon” and “loong” are being used interchangeably in English-language reports.

The push comes as Chinese leader Xi Jinping in recent years has urged the country to assert more “cultural confidence” — part of his bid to raise China’s international stature. Amid rising nationalism, Western books, movies, and other forms of perceived influence have been viewed with increasing suspicion.

Some Chinese revelers have embraced the “loong” terminology, sending each other blessings of “loong” during the Lunar New Year – including, mostly notably, a top official from Hong Kong.

“We are all here to welcome the Year of the ‘Loong’,”