Minto là công ty thiết kế và tiếp thị mascot, character, sticker hàng đầu đến từ Nhật Bản. Chúng tôi phát triển character để trở thành nền tảng và trung tâm truyền thông của mỗi thương hiệu. Đa dạng hóa cách thức giao tiếp của thương hiệu với khách hàng dựa trên sự am hiểu sâu sắc hành vi người dùng. #marketing #charactermarketing #minto #mintovietnam

1. The First
Character Marketing Agency
In Southeast Asia
agency
credentials
DATE
June
2022
#Uniqueness
#Effectiveness
#Credibility
#Relevancy
JAPAN
CHINA
THAILAND
VIETNAM

2. a branding, marketing & digital agency.
South East Asia’s
First Character
Marketing Agency

3. We work harder to push our
creative and strategic
thinking further, to deliver
more for you, our client.
EVERYDAY
Is our favorite partner, we
look at the same goals and
aim to realize them
together.
EACH CLIENT
Is a living spirit. We treat
them as a human being
and help your audience get
to know them while
EVERY CHARACTER
OUR
DRIVERS

4. Shintoism.
Shintoism, which has been practiced
in Japan for more than 20 years, is
one of the two major religions that
influence Japanese culture and
traditions. The main belief in Shinto
is the worship of kami (god). From
landscapes and forces of nature, to
people and animals, all objects are
believed to have kami, which the
Japanese call “Yaoyorozu no kami”.
Characters
The 4.0 marketing tool that’s backed up by a 2,000 history.
Manga & Anime.
Manga & Anime are one of the most recognizable products of Japan to the
world. The reason behind why some series can exist for a long time is how
carefully their characters settings are defined, those include personality,
background story, relationship, characteristics.
This is also the way we create and develop our characters. To us, every brand
character is a unique existence of it own. We bring it to life by focusing on
building clear settings of characteristics, continuous exposure and
communication towards fans, and licensing products.
This is the way we work to develop characters from a sketch to an effective
brand communication tool.
www.mintosea.com
ヤオヨロズ ノ カミ
god
of
8 million
countless
yaoyorozu no kami
A god has mind just like humans, they get happy, sad, and sometimes angry
and these feelings cause natural phenomena like heavy rain, tsunami,
earthquake, etc. Therefore, in Shintoism, just like living in the human
societies, we need to care about gods’ feelings to coexist.
Those Kami (god) was the first foundation of our characters and inspire
the way we treat them.

5. Our
A mantra. A mission. A guiding star.
Just like the dynamic of the city we
originated from, Minto is driven by the
three core values.
Mantra
UNIQUENESS
Started as a character design,
made it as the world’s most
downloaded sticker studio,
venturing as a marketing agency
amplifying the power of
characters.
EFFECTIVENESS
We create engaging, effective
storytelling through the voice of
characters, map with consumer
insights and journey to persuade
them to take actions.
CREDIBILITY
We pride ourselves in delivering
high-quality works in a timely
manner, connecting brands and
customers and elevate brand
assets.
RELEVANCY
Our creatives are powered by insights
and made to go into day-to-day
conversations.

6. a pioneer in
Character Design
Started out with a passion to bring
more positivity to the digital
platforms, our characters/stickers
have changed the way the world
communicates forever.

7. World’s no.1
character agency
v 5B
Stickers Downloads
World’s No.1
v
1278
Characters
created
v 5M
SNS follows on
owned channels
v10B
Engagements
per year
www.mintosea.com
Downloads Characters Followers Engagements

8. MINTO’S CHARACTER UNIVERSE
Usagyuuun!!!
Piyomaru
Sugar Cubs
Mimi & Neko
Elissy
Betakkuma Business Fish

9. journeying through
Asia
2011
Tokyo, Japan
2014
Bangkok, Thailand
2016
Shanghai, China
2022
HCMC, Vietnam
www.mintosea.com

10. a collection of
Clients & Partners
www.mintosea.com

11. Our story is like no others.
And so will our campaigns for you.

12. www.mintosea.com
our creative foundation:
Character Marketing.
Character marketing is the process from learning
the market, target audience insights and brand
identity to create a brand mascot; and develop
strategy to convey brand messages through that
mascot.
Throughout this process, the character will be
formed a world of its own, which reflect the brand
identity and add value to the brand asset.
Eventually, the mascot will grow beyond a
communication tool and become the brand
ambassador.
differentiation
easy reputation
management
versatility
materials for social media
brand community best storytelling tool
offline usage emotional connection

13. the way we
work.
Through brand identity and market research, we visualise mascot, build communication plan and execute with a
purpose. We aim to develop character marketing campaigns that captivate today’s consumer.
This is how we do it.
1 - Analyse & Strategic
Plan
We do an in-depth research to understand
your brand, your consumers and the
market landscape you are in to propose
the best-fitted approach.
2 - Visualise Brand
Character
From our understanding, we visualise your
brand mascot, craft its story to realise your
communication objectives.
3 - Execute
We execute the campaign following the
overall strategy, constantly monitoring
and optimizing, deliver best quality of
work in a timely manner.
www.mintosea.com
Proposal & Presentation Brand character design Campaign execution
15 working days 90 working days Length of the campaign

14. We can help you.

15. Brand Owned Character
Brand mascot consulting
Mascot creation
Sticker creation
Sticker listing
Existing mascot development
Merchandise production
Minto Character
Character licensing
Licensing consulting
our solutions
for you.
Putting over 12 years of experience into practice.
We deliver brand mascot design & sticker distribution, creative branding, strategy and digital services; from vision to brief, spark of inspiration to a fully crafted
concept and delivery.
2. Creative,
Event &
Production
Creative idea development
Graphic design
Animation
Exhibitions and events
Illustration
PR
Packaging design
TVC
4. Strategy &
Digital
Campaign development
Integrated communications planning
Brand strategy
Market research
Marketing strategy
Social content
Paid social campaigns
WordPress/Wix website development
Digital strategy
3. Brand
Corporate guidelines
Identity development
Messaging & voice
Creative direction
www.mintosea.com
1. Character &
Sticker

16. Character Marketing
www.mintosea.com
One-stop Solution for
WHAT CUSTOMERS SEE
WHAT WE DO
We build you tailored strategic planning
by understanding your brand and
consumer insights.
Your campaign will have consistency, the
right approach, and a powerful
character that conveys your brand story.
Market Research
Strategic Planning
Brand Analysis
Events
Digital Creative
Merchandise &
Packaging
Brand Owned Character
Brand mascot consulting
Mascot creation
Sticker creation
Sticker listing
Existing mascot development
Merchandise production
Minto Character
Character licensing
Licensing consulting
1. Character & Sticker
Creative idea development
Graphic design
Animation
Exhibitions and events
Illustration
PR
Packaging design
TVC
2. Creative, Event &
Production
Corporate guidelines
Identity development
Messaging & voice
Creative direction
3. Brand
Campaign development
Integrated communications
planning
Brand strategy
Market research
Marketing strategy
Social content
Paid social campaigns
WordPress/Wix website
development
Digital strategy
4. Strategy & Digital
BRAND
CHARACTER

17. Selected Projects.

18. SECTION 1
MINTO’S
CHARACTERS

19. PIYOMARU x TASTY KID
Merging the brand name’s
awareness and that of its
product line.
1.5M
Sticker DLS
1.49X
Per User Usage
23M
Reach

20. selected project
We were approached by the largest instant
noodle manufacturer in Vietnam, Acecook, to
solve their biggest concern: even if they have
established an unbeatable awareness of their
product line Hao Hao, their corporate name,
Acecook, has not penetrated as much as it might.
After a long haul of research and consideration, we
featured Acecook existing corporate mascot ‘Tasty
Kid’ in Piyomaru new series of mobile sticker
available for download on Zalo platform, leveraging
on Piyomaru strong presence on social media with
proven record of 79M sticker downloads at the
moment.
PIYOMARU x TASTY KID
Services provided:
Character consulting
Character licensing
Sticker creation
Sticker listing
Social post illustration
www.mintosea.com

21. USAGYUUN x AEON MALL
BINH TAN WINTER EVENT
| Vietnam
Bringing Usagyuun as a
theme for AEON Mall Binh Tan
winter event to increase traffic.
1.49X
Per User Usage
2000+
Gift Redemption

22. selected project
After a long period of city-wide quarantine in Ho
Chi Minh city, AEON MALL Binh Tan wish to
attract visitors back to the mall, as well as bring
positivity in a times where outbound travel is not
yet allowed.
We license Usagyuuun as the main theme for
AEON’s winter-christmas event. Many photobooth
and activation games were created with this
character and attract thousands of visitors. To
boost the influence of this event, we also launch a
Usagyuuun winter sticker pack on Zalo, which was
downloaded 2M times. At the end of the event, a
total of ~2000 Usagyuuun merchandises (pillows
and tote bags) were claimed.
USAGYUUN x AEON MALL
BINH TAN WINTER EVENT
Services provided:
Licensing consulting
Character licensing
Sticker creation
Sticker listing
www.mintosea.com

23. Otsuka Pharmaceutical |
Hong Kong
One of Japanese leading pharmaceutical
company’s brand “Oronamin C” uses
Betakkuma for 360 degree marketing
campaign
75%
Attractive
Appearance
86%
Happy & Light
hearted image
63%
Brand
Awareness

24. selected project
Otsuka Pharmaceutical's “Oronamin C” energy
drink was launched in 2015 in Hong Kong. As it
was new to the market where there were many
similar products, Oronamin C needed to build
awareness from scratch with strong
differentiator.
Featured Betakkuma, awarded as most influential
character 2017 by 9GAG, regional buzz media, to
create visual consistency and differentiating factor
across the multi-contact point integrated
campaign, from web movies. POSM, social media
posts to on-ground events.
360 MARKETING with CHARACTER
Services provided:
Creative Ideas
Illustration
Marketing Strategy
Social Media
POSM Production
www.mintosea.com

25. GIVEAWAY REWARDS |
Thailand
Encourage spending on credit
cards
$100K++
Merchandise sales
60,000
Merchandise redeemed

26. selected project
After outbreak of Covid-19, it is very difficult for
retail business to gain visitors. We offer one of
our most popular sticker character in Thailand,
“Piyomaru” for premium gift campaign.
Featuring Piyomaru on the reward prizes.
Leveraging on the character’s popularity among
Thai - 150K fans on Facebook page and 43M
mobile sticker downloads, the prizes were fully
redeemed before the end of the campaign.
PREMIUM GIFT CAMPAIGN
Services provided:
Licensing Consulting
Character Licensing
www.mintosea.com

27. GIVEAWAY REWARDS |
Thailand
Encourage spending on credit
cards
$75K++
Merchandise sales
30,000
Merchandise redeemed

28. selected project
After outbreak of Covid-19, it is very difficult for
retail business to gain visitors. We offer one of
our most popular sticker character in Thailand,
“Piyomaru” for premium gift campaign.
Featuring Piyomaru on the reward prizes.
Leveraging on the character’s popularity among
100K fans on Facebook page and 648M mobile
sticker downloads, the prizes were fully redeemed
before the end of the campaign.
PREMIUM GIFT CAMPAIGN
Services provided:
Licensing Consulting
Character Licensing
www.mintosea.com

29. POSITIVE BRAND IMPACT
| Thailand
Reduce negative comments
about brands online
- 30%
Negative Comments Reduced

30. selected project
TrueMove H is one of Thailand's three largest
telcos. Of the three, the number of complaints
about services on social media was the highest,
and it was an imminent issue how negative
comments were reduced.
Featuring Piyomaru and Betakkuma in social posts
contributed to significantly reducing negative
comments because of the characters’ cute
appearance and human-ness.
COMMUNITY BUILDING
Services provided:
Creative Ideas
Illustration
Social Media
www.mintosea.com

31. BETAKKUMA x COCA
COLA | Japan
Drive official account followers
to Line OA & Brand awareness
on LINE
1.49X
Per User Usage
1M++
Downloads

32. selected project
Coca Cola wish to increase the followers on their
official LINE channel in Japan.
Amplifying the popularity of Betakkuma in Japan,
we created a special Betakkuma sticker pack
featuring Coca Cola to launch on LINE.
At the end of the campaign, we achieved the KPI for
sticker downloads and followers.
BETAKKUMA x COCA COLA
Services provided:
Licensing consulting
Character licensing
Sticker creation
Sticker listing
www.mintosea.com

33. USAGYUUN THE
INFLUENCER | Thailand
Increase traffic to the store
3000
Photos shared on social media

34. selected project
“Gabikapi”, offering bubble teas, was launching a
new outlet in a shopping mall targeting young
crowds. There were too many competitors not
only in the location but also in bubble tea sector
for the new outlet to compete with.
Inviting Usagyuuun as a celebrity to the store
launch event. With the character’s strong presence
in Generation Z due to 4.7M mobile sticker
downloads, the store got more attentions and
created hype in the mall and on social media.
COMMUNITY BUILDING
Services provided:
Licensing Consulting
Character Licensing
Event Production
www.mintosea.com

35. GIVEAWAY REWARDS |
Thailand
Encourage spending on credit
cards
$354K
Credit card spend
generated
100%
Fully Redeemed

36. selected project
The more server competitions gets, the harder for
credit company to differentiate themselves from
others even in rewards and giveaways to their
card members.
Featuring Piyomaru on the reward prizes.
Leveraging on the character’s popularity among
Thai - 150K fans on Facebook page and 43M
mobile sticker downloads, the prizes were fully
redeemed before the end of the campaign.
PREMIUM GIFT CAMPAIGN
Services provided:
Licensing Consulting
Character Licensing
Merchandise Production
Sticker Creation
Sticker Listing
www.mintosea.com

37. selected project
GAMIFICATION
Services provided:
Licensing Consulting
Character Licensing
Graphic Design
www.mintosea.com

38. selected project
MERCHANDISE PRODUCTION
www.mintosea.com

39. selected project
MERCHANDISE PRODUCTION
www.mintosea.com

40. SECTION 2
BRAND
MASCOT

41. HUANGYAI & RUKLOKE
REVITALIZING | Thailand
Revitalizing the existing character Huangyai
& Rukloke of PTT GC
200k
Engagement
33%
Video view
retention increased
300k
Reach

42. selected project
GC is Thai’s no.1 chemistry company, a part of
PTT. They have built Huangyai & Rukloke as a
brand character to reach and communicate their
messages to younger audience. However, the
mascots have failed to do so.
We created a strategic character planning to
develop Huangyai as a science and environment
influencer to educate about complex clean
chemical information for end user to digest easily.
MASCOT STORY TELLING
Services provided:
Brand mascot consulting
Existing mascot development
Graphic design
www.mintosea.com

43. GODJI REVITALIZING |
Thailand
Revitalizing the existing
character Godji from
Thailand’s biggest energy
company PTT Group.
1.2M
Engagement
+82,000
Follower

44. selected project
“Godji” had been loved as a corporate mascot for
Thailand’s largest energy company for over 12
years, however the character began to show
fatigue in personality settings, brand attributes
and visual consistency and needed the revamp.
Our specialists have advised PTT on an overall
character strategy to elevate and build a new
appearance for the mascot that fits with latest
trends and serve as the everybody-mascot for the
next decades.
GODJI REVITALIZING
Services provided:
Brand mascot consulting
Existing mascot development
Graphic design
Illustration
www.mintosea.com

45. Samet Island Mascot
Creation | Thailand
After the recover of Covid-19,
Thailand’s tourism attraction
Samet Island creates Mascot
to interact with tourists.

46. selected project
“Mamet” is a mascot of Samed island. the mascot
represents the colorful and fun of the island. Blue
for ocean and yellow for beautiful beach.
Mamet comes from combining the signatory sound
of Mermaid + Samet Island.
TOURISM MASCOT CHARACTER
Services provided:
Market Research
Character Design
Creative Design
Costume Production
www.mintosea.com

47. Dining Mascot Creation |
Thailand
Creating Mascot Character for
iconic Japanese fusion
restaurant in Bangkok.

48. selected project
To - Chan, “To” meaning Table in Thai and mixture of
Japanese suffix for female name “Chan” to
represent brand’s name “On the Table” and
Japaneseness of restaurant.
Table is thin and hard to characterize though, we
manage to design the character in cozy style and
female targeted design aligned to client’s target
customers.
RESTAURANT MASCOT CHARACTER
Services provided:
Market Research
Character Design
Creative Design
www.mintosea.com

49. THINK - ACT - BE | Thailand
Educate and Inspire Public During Covid-19
Pandemic (project by Mental Health /
Ministry of Public Health Thailand)
5000
Followers
Increased
30k
Organic
Engagements
1M+
Video Views

50. selected project
During Covid-19 pandemic, people has received
negative news which cause mental illness among
public. The client want people to feel the hope and
create positive atmosphere in public.
We create educational content about self-care and
inspiring video that help people get through hard
time.
MINISTRY OF HEALTH
Services provided:
Creative Ideas
Illustration
Animation
Social Media
www.mintosea.com

51. EV MASCOT CREATION |
Thailand
evRider boy represents the
alternative way of ride-hailing
company where he focus on
helping rider and also help
earth by promoting ev-car.

52. selected project
evRider boys represents the alternative way of
ride-hailing company where he focus on helping
rider and also help earth by promoting ev-car.
EV BIKE MASCOT CHARACTER
Services provided:
Market Research
Character Design
Creative Design
www.mintosea.com

53. MAMESHIBA
REVITALIZING | Global
Revitalizing the existing
character Mameshiba of
Dentsu
4M++
Engagement
100,000
Followers

54. selected project
Mameshiba was originally developed by Dentsu to
broadcasted during TVCM session. With wide
range of Dentsu’s business abroad it once fly to
global market, but the project has been pended for
long. Dentsu requires to bring back the awareness
and fans of Mameshiba in global market.
We created a global Facebook Page to re-establish
its existence and build fan base once again in the
global market. Primary target countries are US,
Singapore, Taiwan, Hongkong, Thailand, those
countries have high interest in Japanese
Characters.
MAMESHIBA GLOBAL
Services provided:
Brand mascot consulting
Existing mascot development
Graphic design
Illustration
www.mintosea.com

55. STUDENT COMMUNITY
BUILDING | Thailand
Retain potential oversea students during
Covid-19.
5000
Followers
Increased
400k
Reach
30%
Lead Increased

56. selected project
Beyond Study Center is a leading study abroad
agency with over 10 years of experience. During
Covid-19 pandemic, most of student postpone
their plan to study abroad.
We manage consistent content to build brand
awareness and community on facebook page. To
keep students engaged with brand until the border
open again.
STUDENT COMMUNITY BUILDING
Services provided:
Creative Ideas
Graphic Design
Media Strategy
Market Research
www.mintosea.com

57. JAPANESE CHARACTERS
DIGITAL BRANDING | Thailand
Build digital communication for popular
Japanese characters in Thailand
2
Licensing
Deals
+40k
Follower
3M
Reach

58. selected project
True Visions own several famous Japanese
character license in Thailand. Pokemon is the one
of them, however, there are more of characters
they manage yet still has lack of fan
communication in Thailand.
We build strategic plan for Rascal, Gaspard et. Lisa,
and Kapibara san to expand the fans on digital
channel. Our primary focus was FB as its own the
biggest users in Thailand.
Services provided:
Brand mascot consulting
Creative idea development
Graphic design
Illustration
JAPANESE
CHARACTERS DIGITAL
BRANDING
www.mintosea.com

59. SECTION 3
STRATEGY &
DIGITAL

60. WALK-IN INTERVIEW |
Thailand
Drive official account followers
to Line OA & Brand awareness
on LINE
25%
CPA Decreased
30%
Candidates Increased

61. selected project
As there are many limitations for Facebook ads in
Thailand, BigC encounters a lot of challenges to
attract their employee candidates, especially on
big-scale interview events.
We redesigned all of their marketing materials to fit
into Facebook regulations, as well as optimise their
media targeting for the best performance.
BIGC WALK-IN INTERVIEW
Services provided:
Creative Ideas
Graphic Design
Media Strategy
Paid Social Campaign
www.mintosea.com

62. COMMUNITY BUILDING |
Global
Build a global fan community to introduce
the game using one of the big hit anime
“Sword Art Online” from Japan to the Global
Market by using Facebook.
110K
Engagements
2.5M
Reach
80K
Followers

63. selected project
Sword Art Online (SAO in short) is a famous JP
Anime. Their first MMO RPG on smartphone
debut in global market and the client needs to
build community.
We created Facebook Pages in 3 different
languages to support Korean, Taiwanese and Other
part in English. Our contents focused on original
anime to maximize the reach to anime fans.
COMMUNITY BUILDING
Services provided:
Creative Ideas
Illustration
Animation
Social Media
www.mintosea.com

64. TK PUBLIC ONLINE |
Thailand
Build a global fan community
to introduce the game to the
market outside of Japan.
30K
Users Increased
200%
App Download Increased
15M
Baht PR Value
50+
Organic Media Exposure

65. selected project
During Covid19, The TK Park library requires to
close down temporarily but library member still
want to borrow book and continue reading. Thus,
TK Park wants more people to join TK Public
Online library application.
We write press releases and carefully select media
channels for launching that cover both offline and
online to increase App Users.
COMMUNITY BUILDING
Services provided:
Creative Ideas
Illustration
Marketing Strategy
Social Media
www.mintosea.com

66. THANK
YOU
Email: info_vn@minto-inc.jp
Hotline: +84 909-868-915
Website: mintosea.com

67. Email: info_th@minto-inc.jp
Hotline: +66 20692211
Website: mintosea.com

68. AGENCY
CREDENTIALS

69. a branding, marketing and digital agency.
South East Asia’s FIRST
Character Marketing
Agency

70. EVERYDAY…
We work harder to push our
creative and strategic thinking
further, to deliver more for you,
our client.
EACH CLIENT…
Is our favorite partner, we look at
the same goals and aim to realize
them together.
EVERY CHARACTER…
Is a living spirit. We treat them as a
human being and help your
audience get to know them while
www.mintosea.com

71. We are from
Japan.
A mantra. A mission. A guiding star.
Just like the dynamic of the city we originated from,
Minto is driven by the three core values.
Tokyo, Japan.
UNIQUENESS
Started as a character design,
made it as the world’s most
downloaded sticker studio,
venturing as a marketing
agency amplifying the power
of characters.
EFFECTIVENESS
We create engaging, effective
storytelling through the voice
of characters, map with
consumer insights and journey
to persuade them to take
actions.
CREDIBILITY
We pride ourselves in
delivering high-quality works
in a timely manner, connecting
brands and customers and
elevate brand assets.
RELEVANCY
Our creatives are powered by
insights and made to go into
day-to-day conversations.
www.mintosea.com

72. www.mintosea.com
a pioneer in
Character Design.
Started out with a passion to bring
more positivity to the digital
platforms, our characters/stickers
have changed the way the world
communicates forever.

73. Brand Mascot

74. Minto’s CHARACTER

75. Unlock the power of your brand mascot
Click here to learn about what you can do to
maximize your brand potential with your brand
mascot!