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Brand mascots are a familiar communication strategy for businesses and consumers. One popular strategy brands use when implementing a brand mascot is to turn the mascot into a product marketing agent. In this role, the mascot directly interacts with customers, becoming the face of the brand in product promotion activities.
Butterbear Bakery, from Thailand, features its mascot Nong Noey. Butterbear is a pastry shop owned by the Coffee Bean by Dao group. Although it only launched about a year ago, thanks to the influence of its mascot Nong Noey, the brand has become famous on social media and attracted millions of visitors worldwide.
Brand mascots were once predicted to lose their appeal in the face of the rise of influential influencers.
The journey of Nong Noey the bear and his Butter Bear bakery was full of difficulties and obstacles. Initially, Nong Noey simply wore a white apron and offered individual packets of cookies to people at The EmSphere Bangkok shopping mall. Every day, Nong Noey went around the mall, interacting and dancing to attract attention, but few tourists were interested and still didn't know about this character.
With its adorable appearance and expressions, this bear is not only famous in Thailand but has also captured the hearts of countless international fans.
Nong Noey attracted a great deal of attention from the audience, helping Butterbear Bakery gradually become famous.
Butterbear and Nong Noey's efforts finally paid off when Nong Noey's TikTok video of her dancing on International Children's Day went viral. In the video, Nong Noey captivated viewers by dancing more gracefully among the other mascots. The video garnered over 4.5 million views, nearly 350,000 likes, and over 16,000 saves. Thanks to this video, Nong Noey gained widespread attention, helping Butterbear Bakery gradually become more famous.
Butterbear: the mascot of a bakery has become the new KOL (Key Opinion Leader) of Thai tourism.
Each time Butterbear appears, she has a different look, dressed in a variety of adorable and charming outfits and accessories.
Butterbear's bear is now just as popular as any idol, with its own adorable singing and dancing music videos that have garnered millions of views on social media. The bear even received the Rookie of the Week award – an award for rookies with impressive achievements.
It's no exaggeration to say that Nong Noey is currently the most sought-after person in Thailand. Every time he appears at the bakery on weekends, he immediately attracts a large crowd of customers. On these days, the shop is usually packed with people and the queues are longer than usual, as everyone eagerly awaits the sight of the adorable bear. Butterbear's success not only boosts the bakery's sales but also contributes to promoting Thai tourism through engaging videos and images.
Butterbear's mascot, Nong Noey, was recently spotted attending the Gucci Visions art exhibition in Bangkok. The event was also attended by famous guests such as Mai Davika, Bilkin, Gulf, Chi Pu, and others. At the event, Nong Noey wore her usual adorable outfit and carried a Gucci Horsebit 1955 mini top-handle bag. Nong Noey's appearance surprised many fans and highlighted the immense influence of this lovable bear mascot.
Thai Prime Minister Srettha Thavisin even posted on Facebook, stating, "I am proud that Nong Noey is loved both in Thailand and abroad." He even compared Nong Noey to other internationally recognized "Thai cultural" mascots like Miffy from the Netherlands or Labubu from Hong Kong. Furthermore, Nong Noey recently received an additional job when the Tourism Authority of Thailand (TAT) included her to help promote tourism.
