On the 8th of February, China and the numerous Chinese communities from across the world celebrated the beginning of the Year of Monkey. Alongside of this it has become a well-established practice for renowned brands to release Chinese Zodiac themed models each year. A quick money-making scheme, some say, aimed at milking the nouveau riche of the Far East. But is it? Some have called the phenomenon a ‘cultural appropriation’ (or misappropriation?) but others see it more as ‘cultural appreciation’.