During late Qing Dynasty and early of the Republic of China period, Chinese zodiac design of matchbox picture mainly included three respects: wish, emotional expression and totem worship. The rich ethnic culture was delivered through concrete and image modeling. Certain implication and connotation were attached to each zodiac artistic image with variability, exaggeration and associational technique. A deep insight into the matchbox pictures in the exquisite design and rich Chinese zodiac culture connotation could be helpful in reviewing and inheriting Chinese traditional culture.