The magazine that covers only mascots
We Write Only About Mascots
Local governments, public institutions, schools, companies, sports clubs and festivals across South Korea all have mascots. They get their names through public contests, walk the streets as costumes, become merchandise and emoticons, and sometimes get a makeover. Yet no one was keeping a steady record of their stories.
Daily Mascot is a magazine that records how mascots are born and how they are used. Our Mascot Directory lists 5,091 mascots, and we have published 158 stories. New stories come out in batches every few weeks, not on a fixed schedule.
- NewsDebuts, redesigns, awards and events
- LocalMascots of local governments, public bodies, schools and festivals
- BrandsMascots of companies, franchises, banks and retailers
- SportsMascots of pro and community sports clubs
- BusinessMerchandise, emoticons, collaborations and the character economy
- Tech3D, AI, robots and mascot costume technology
- PeopleThe people who create and raise mascots
- OpinionColumns and editorials from the newsroom
Editorial Standards
- 1Facts and sources
We publish only facts we can support. Numbers and dates are reported as the source states them, and every story lists its sources.
- 2Fast corrections
We act on an error the day it is reported, and once we confirm it we note the correction in the story.
- 3Sponsorship and interests
Sponsored stories are labeled above the headline. Stories involving our joint project partner carry a disclosure at the top.
- 4Who runs us
The company that operates Daily Mascot is named in the publisher information on this page.
- 5Respect for mascots
We do not mock or belittle mascots or the people who make them. Rights to the artwork belong to the owning organizations.
Launch Archive
At launch we compiled what happened to South Korean mascots from 2023 to today. Each story shows the day we actually published it and, separately, when the event happened. The Archive is organized by event date.
Joint Project
Daily Mascot and Lud Dynamics are running Mascot of the Year 2026 together. Lud Dynamics turns mascots into character robots that walk on two legs (Ludbot), and it operates Daily Mascot. Stories involving Ludbot carry a disclosure.
Publisher Information
- Masthead
- Daily Mascot
- Operated by
- Lud Dynamics Inc.
- Founded
- 2026-11-10
- Address
- 806, 503 Teheran-ro, Gangnam-gu, Seoul, South Korea
- Phone
- +82 2-499-7177