Social Media Promotion on Foreigner’s Love of Bing Dwen Dwen: A Case Study of Olympic Winter Games Beijing 2022 Mascot Marketing Success

Abstract

Bing Dwen Dwen is the mascot of the Olympic Winter Games Beijing 2022. It is a product based on the panda and adds the characteristics of the Winter Olympics. It was very popular that there were out of stock so some people feel so said because they did not have Bing Dwen Dwen. During Beijing Olympics, a Japanese journalist who is very fond of Bing Dwen Dwen appeared on social media. His name is つじおか ぎどう. Chinese net friends though called him YI Dwen Dwen to express his love for Bing Dwen Dwen. His figure always wears badges about Bing Dwen Dwen and is always willing to be showing his badges about Bing Dwen Dwen when cameras caught him. By taking the media environment of Bing Dwen Dwen's sales success as an example, it is argued in this article that the whole media promotion with so many accounts sharing a video about how he was fond of Bing Dwen Dwen on social media is the key for the mascot popularity. Besides, he introduced Bing Dwen Dwen on his country's TV station. His behavior caused a lively discussion among the general public. Many people were infected by his fondness for Bing Dwen Dwen. More people want to buy Bing Dwen Dwen because of him. This mechanism of culture and media content exchanges makes an impact on Bing Dwen Dwen's sales and marketing success. During the Olympic Winter Games Beijing 2022 there was a widespread failure to buy Bing Dwen Dwen. Many people wanted to buy Bing Dwen Dwen but have not been able to do so due to lack of stock.