Proceedings of the9th International Conference on Business, Economics, Social Sciences & Humanities – Economics, Business and Management Track (ICOBEST-EBM 2026)

9th International Conference on Business, Economics, Social Sciences & Humanities – Economics, Business and Management Track (ICOBEST-EBM 2026)

📍Bandung, Indonesia🗓️ 4 June 2026
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Character Branding Strategies in Modern Japanese Pop Culture

Authors
Senny Luckyardi1, *, Shenny Amalia Putri1, Ajeng Bella Pratiwi1, Amanda Nurul Fauziyah1, Virginisa Riyanibudi1, Fenny Febrianty1
1Universitas Komputer Indonesia, Bandung, Indonesia
*Corresponding author. Email: senny@email.unikom.ac.id
Corresponding Author
Senny Luckyardi
Available Online 4 September 2026.
DOI
10.2991/978-94-6239-752-1_11How to use a DOI?
Keywords
Character Branding; Japanese Pop Culture; Brand Personality; Fictional Character
Abstract

Japanese pop culture has evolved into a global phenomenon that serves not only as a form of entertainment but also as a marketing tool through the use of fictional characters from various media. Through fictional characters serving as brand mascots, these characters function as a means of communication across generations and cultures, making them a crucial element in the global dissemination and influence of Japanese popular culture. This study aims to uncover character branding strategies involving brand personality in modern Japanese pop culture, specifically examining how fictional characters can influence a brand’s recognition among consumers through their personality. This study employs a quantitative method using a survey on character personality within character branding in modern Japanese pop culture. Based on data analysis, the character personality of these fictional characters helps consumers recognize the brand and serves as a character branding strategy, although it does not entirely determine consumers’ purchase intention.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the9th International Conference on Business, Economics, Social Sciences & Humanities – Economics, Business and Management Track (ICOBEST-EBM 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
4 September 2026
ISBN
978-94-6239-752-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-752-1_11How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Senny Luckyardi
AU  - Shenny Amalia Putri
AU  - Ajeng Bella Pratiwi
AU  - Amanda Nurul Fauziyah
AU  - Virginisa Riyanibudi
AU  - Fenny Febrianty
PY  - 2026
DA  - 2026/09/04
TI  - Character Branding Strategies in Modern Japanese Pop Culture
BT  - Proceedings of the9th International Conference on Business, Economics, Social Sciences & Humanities – Economics, Business and Management Track (ICOBEST-EBM 2026)
PB  - Atlantis Press
SP  - 126
EP  - 134
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-752-1_11
DO  - 10.2991/978-94-6239-752-1_11
ID  - Luckyardi2026
ER  -