Ahead of Lunar New Year this month, Chinese households typically decorate their doors with couplets – a set of auspicious writings heralding health and prosperity in the new year.
Others decorate their houses with fuzi – red square papers printed with the Chinese word for prosperity.
The fuzi are commonly hung upside down to symbolise luck arriving in the household, as the Chinese word for upside down has the same pronunciation as the word for arrival.
On Chinese social media, pictures show some users sticking couplets or upside down pictures of Malfoy’s signature smirk.
Merchants on e-commerce site Taobao are also seizing on the trend, coming up with stickers and magnets featuring the Harry Potter character.
Others began sharing photos of the character, saying: “Share this image for good fortune”.
“[It’s an] oriental new year with magical elements,” one user on social media site Weibo commented.
“Felix Felicis!” said one comment, a reference to a potion in the series that makes the drinker lucky for a period of time.