Corporate Characters: Beyond 'Cute' - Character-Driven Product Info is Key to Deepening Interest

System Research Co., Ltd. (Headquarters: Nagoya, Aichi Prefecture), operator of the creative marketplace 'Alulu' (hereinafter Alulu Mall), conducted a survey on 'Corporate Characters' targeting women aged 15 to 44 nationwide.

The survey found that the most common reason for starting to like a corporate character was 'cute appearance' at 59.1%. However, when it came to what makes them want to know more about the character, 'product/service introductions in character' was the most popular answer at 36.6%.

This suggests that corporate characters have the potential to be remembered and loved more consistently by increasing touchpoints where their unique personality shines through in product and service introductions, rather than relying solely on visual cuteness.

### Survey Results

**37.2% of people have a positive feeling toward corporate/brand characters** When asked if they had an 'favorite' corporate or brand character, 17.2% said 'yes' and 20.0% said 'somewhat,' totaling 37.2% with a positive disposition toward official characters.

**The 'entry point' is cuteness; quirky traits also appeal to over 30%** Regarding the reason for starting to like a character, 'cute appearance' was the top answer at 59.1%. This was followed by 'relaxed or quirky' at 33.3%, indicating that a slightly unconventional personality can also be an entry point for affection.

**'Character-driven product info' is the top touchpoint for re-engagement** When asked what information makes them want to know more, 'product/service introductions in character' ranked first at 36.6%. This was followed by 'profiles like personality and likes' (33.3%), 'seasonal or event-based projects' (29.0%), and 'introductions to daily life' (28.0%). The feeling of wanting to see more arises from the character's tone, personality, and worldview being gradually conveyed through these interactions, rather than just the product info itself.

**Characters drive actions: from viewing to purchasing and carrying goods** Regarding actions taken, 29.0% had 'looked at goods,' 24.7% 'viewed SNS posts,' 22.6% 'bought goods,' and 21.5% 'carried them on bags or pouches.' Providing multiple touchpoints—not just websites and SNS, but also merchandise and campaigns—is effective for sustained engagement.

**48.4% felt 'familiarity' due to characters** When asked how characters changed their impression of a company or product, 'felt familiarity' was the top response at 48.4%. This was followed by 'became more interested in products/services' (29.0%) and 'wanted to see SNS posts' (22.6%). Official characters can soften the impression of a company and serve as a catalyst for product interest and SNS engagement.

**Can corporate characters create touchpoints beyond 'cuteness'?** While 'cute appearance' is the primary entry point for affection, 'character-driven product info' is what makes users want more. Beyond visual appeal, showing character traits through product intros, profiles, and seasonal projects can create touchpoints that make consumers want to 'see them again.' In marketing, how and where a character is introduced and how its personality is built up may be more important than just creating the character itself.