Why alcohol brand mascots are making a comeback
Rise of OB bear, Jinro toad explained |
Oriental Brewery‘s mascot character Lala Bear (OB)
Two major alcohol companies in Korea have one thing in common lately a high-profile retro mascot that has become the face of the company.
Oriental Brewery brought back its nostalgic bear character from the 1980s known as “Lala Bear,” while its rival HiteJinro released a blue bottled soju featuring its famous toad mascot last year, a character that dates to 1954.
Their foray into soft power territory comes following a year dominated by “Pengsoo,” a beloved giant penguin that went from being an educational TV channel’s mascot to a cultural icon here.