From local charm to global phenomenon: The success of Rakuten Panda
Celebrating their 11th anniversary and the premiere of their very own anime series, 2024 was an eventful year for Rakuten’s beloved mascot, Rakuten Panda (Okaimono Panda).
Beyond Japan, Rakuten Panda has also made waves internationally, gaining recognition in countries such as Taiwan, South Korea and Hong Kong. As their presence continues to grow overseas, now is the perfect time to look back on their journey thus far. Rakuten Today sat down with Alicia Yap of the Brand Enhancement Department who oversees the global utilization of Rakuten Panda.
The birth of Rakuten Panda
Rakuten Panda made their debut in 2013 as a LINE sticker for Rakuten Ichiba, born from a simple desire to “bring a little smile to everyday life.” With their adorable gestures and humorous expressions, the mascot quickly became a fan favorite.
Beyond this, Rakuten Panda expanded their presence through TV commercials, social media and collaborations with over 700 Rakuten services annually. Over the past 11 years, they have become a beloved figure in Japan, recognized as the iconic mascot of Rakuten Group.
Today, Rakuten Panda are not only recognized as Rakuten’s official mascot but also plays an essential role in enhancing the public’s familiarity and affection toward Rakuten Group.
Recognizing the iconic mascot’s global potential
Fast forward to 2020, the idea of expanding the official mascot globally gained momentum when the Rakuten Panda Point Dance went viral.
Generating significant buzz outside Japan, Yap emphasized that “it was very clear that there was potential for Rakuten Panda to make it overseas and resonate with international audiences.”
The global team began laying the groundwork by collaborating closely with the Japan team to establish protocols for maintaining the mascot’s integrity abroad, while also conducting market research in regions with the most promise.
“Taiwan has consistently been a key market, featuring several business units that create a small ecosystem independent of Japan. Other countries like South Korea and Hong Kong were selected due to strong interest from local Rakuten businesses.”
Sticker packs: A gateway to new audiences
The most effective strategy for introducing Rakuten Panda internationally was to use sticker packs. This approach was highly successful in Japan and became a best practice for global expansion.
“The first one that we ever did was with Rakuten Travel in South Korea. They were looking into growing their follower base on KakaoTalk, which is the most popular chat application in South Korea, and wanted to use stickers as a means to do so,” Yap remarked.
It was a tremendous hit.
“Rakuten Securities in Hong Kong caught wind of this initiative, and soon enough, we were creating a sticker pack for WhatsApp, which is what’s commonly used in Hong Kong.”
“The success of these campaigns demonstrated that, while the market and chat application vary from country to country, the core idea remains the same: Rakuten Panda’s charm connects with people globally and are a powerful brand identity,” she added.
Exploring opportunities beyond the screen
Building on the accomplishments in South Korea and Hong Kong, the focus shifted to integrating the beloved mascot into Taiwan and developing their offline presence.
“[In 2023], we officially launched Rakuten Panda as the mascot at Taiwan Rakuten Group Day and tried a consumer-facing initiative during Taiwan Pride parade as well. There was a lot of positive feedback from both the attendees and Rakuten businesses.” Yap noted.
The lovable character was also well-received at book fairs hosted by Taiwan Rakuten Kobo and, most recently, Taiwan Rakuten Card launched the Rakuten Panda J Card on January 15, 2025.
These successful initiatives have increased the mascot’s global recognition and paved the way for further expansion.
What’s next? Broadening horizons and delving into new markets
As Rakuten Panda continues to gain traction, Yap discussed exciting future plans for the global team.
“Currently, Rakuten Panda’s creatives are only being used for the anime, at events or on social media posts. The next step is to have Rakuten businesses implement the mascot in more comprehensive marketing campaigns,” she explained.
“We will also explore the possibility of expanding Rakuten Panda into high-demand countries like India, where they could be introduced as a friendly mascot to support recruitment efforts.”
What started as social media stickers has now become a widely cherished icon of Rakuten. With ambitious plans ahead, Rakuten Panda are set to continue their journey internationally and bring their unique charm to new audiences.
