In 2024, we have seen many different approaches regarding business ideation and/or models. We are now witnessing the redefinition of the term “Mascot” as they carry the term of “Soft Power” and their influences towards the society especially in the Asian market.
The Origin
The first time the word “Mascot” was made aware to the public was during the 18th century by Edmond Audran (The Origin of Mascots) through a comic called La Mascotte. Initially the term “Mascot” was considered as a talisman, protecting from evil and at the same time bring luck; usually in a form of a person, an animal or an object.
The Purpose
Mascot as we know today is the “symbol” or a representative of a relationship between the brand and its communities (A history of mascots). Ronald McDonald is a mascot of McDonald; whenever we see McDonald we would automatically be reminded of him. When we think of Michelin tires, we think of this whitish soft ghost look like cartoon or also know as “Bibendum” (Making of Michelin). All of these mascots were created with the intention to be the “bridge” between the brand and users. This makes the brand relatable as well as accessible to people;
Use Cases
Black Myth: Wukong is a highly anticipated and has been receiving a lot of attentions from all console players. The key takeaway was that 36 locations in the game, 26 of them are actual sites in Shanxi province (Black Myth: Wukong). Even better, players who actually have completed the game are given admission free accesses to these locations. On the business note, the number of searches about Shanxi rose by 10% after the game have launched on August 20, 2024 (Black Myth: Wukong).
Nong Mee Noei or famously known as Butter Bear in Bangkok, Thailand has been getting the center stage. Originally, the brand was founded during the middle of COVID-19 with the intention to remake the founder’s memory of her childhood trip to Disneyland (Butter Bear). Despite the aromatic and delicious bakery, it isn’t the taste that keeps the customers attracted to the brand, it is the Nong Mee Noei’s playful yet enchanting character that has really set a solid foot on the digital platforms. A lot of sources claims Nong Mee Noei’s digital footprint is “Social Media Worthy” (Butter Bear) and even to the point of having fan meet; where the mascot meets with their loyal customers for special events, photo shooting etc.; which is no different to what KPOP stars have been offering to their fans.
My Spectant
Mascotitization definitely is center staged in 2024 with a firm linkage to “Soft-Power” themed plays. Whether it is corporate or retail brands, they are always in search of a door, an access to their customer base. Brand Ambassadors can be labeled as a “Web 2.0” subject. Mascotitization can be regarded as “Web 3.0”. It is about accessibility, generic or exclusive, that these brands are providing with mascotitization. From the digital mascot of Black Myth: Wukong to Nong Mee Noei (Butter Bear), brands have crystalized their branding and made it tangible for the customers. Because these “brand experiences” becomes real life, it exponentially adds value and experiences to that brand.
It works because it has been crystalized effectively, but thats My Spectant.
My Spectant 
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