“Watsons and Minto Collaborate with Usagyuuun for Pan-Asian Media Outreach.”

The Usagyuuun X Watsons collaboration marks a significant milestone in Watsons’ communication strategy in Asia.

Founded in 1941, Watsons is currently the largest health and beauty retailer in Asia and Europe, with over 16,000 stores worldwide, according to Forbes. Besides product diversity, Watsons focuses on building emotional connections with its customers, following its mission of “LOOK GOOD, DO GOOD, FEEL GREAT.” Thus, the brand continuously seeks creative solutions to enhance user experience, and Usagyuuun is the perfect choice.

As a well-known character with over 700 million downloads and widespread use across messaging platforms, Usagyuuun has helped Watsons engage customers in a more natural and intriguing way. Developed by Minto, a leading agency in Character Marketing, Usagyuuun is not just a cute figure but also delivers powerful communication effects.

Notable Usagyuuun Media Campaign

At the Watsons Run 2024 event in Thailand, Usagyuuun made an impressive appearance as the main mascot, accompanying over 1,000 participants in a vibrant sports event. With the #GETACTIVE message, Watsons aims to encourage a healthy lifestyle, and Usagyuuun’s cheerful and energetic image became the perfect icon to convey this spirit. Minto supported Watsons in character licensing, featuring Usagyuuun on t-shirts, kit bags, event medals, and exclusive stickers, while also appearing in person to cheer on the participants.

Following this success, in January 2025, Watsons launched the “Usagyuuun x Watsons” collection, including skincare, personal care, and cosmetic products with designs reflecting Usagyuuun’s fun and dynamic style. This collection quickly attracted significant consumer attention due to the combination of product quality and the famous character’s appeal.

The Link Between the Watsons and Usagyuuun Brands

The collaboration between Watsons and Minto goes beyond using the Usagyuuun character; it also reflects a similarity in brand values. Usagyuuun’s cute, dynamic, and playful image perfectly aligns with Watsons’ mission of “LOOK GOOD, DO GOOD, FEEL GREAT.” Moreover, Usagyuuun’s ability to convey messages visually helps Watsons connect with customers through meaningful campaigns.

Additionally, with over 700 million downloads and appearances in over 500 million social media messages, Usagyuuun has extremely high global recognition, enabling Watsons to reach a broader audience. Prior to Watsons, Usagyuuun successfully collaborated with prominent brands such as KATJI, ATMOS, and AOMORI, delivering significant commercial value.

Minto – A Leading Character Marketing Agency in Asia

Minto is a pioneer in the field of Character Marketing in Asia, specializing in Character Licensing. The company owns famous characters like Usagyuuun, Mini Neko, Piyomaru, Betakkuma, and Business Fish, and has conducted hundreds of successful campaigns in Japan, South Korea, Taiwan, Thailand, and Vietnam. In Vietnam, Character Marketing is gaining significant attention from brands, and Minto is leading this trend.

Conclusion

The partnership between Watsons and Minto showcases the power of Character Marketing in establishing emotional connections with customers and effectively conveying brand values. The Watsons Run 2024 event, with over 1,000 participants, and the positive consumer response to the “Usagyuuun x Watsons” collection in Thailand, are testaments to the success of this strategy. Look forward to the launch of the “Usagyuuun x Watsons” collection in Vietnam soon!