The work aims to study "Binbin" and "Nini," the official mascots of the 9th Asian Winter Games, to systematically analyze the operational mechanisms and practical pathways of anthropomorphic design strategies in mascot design for major international sporting events. The case study methodology is employed to conduct a systematic analysis on the mascot design process across four dimensions of prototype selection, character setting, image design, and extended application design. The anthropomorphic strategy at each practice stage is examined in depth and further interpreted through the lens of Stuart Hall's Representation theory. The findings reveal that positioning culture as the core driver and anthropomorphic design as the medium of cultural translation through which cultural elements are integrated into the mascot's images constitutes the strategic core of effective mascot design. In the mascot design of major international sporting events, the organic integration of cultural depth and anthropomorphic design constitutes a complete strategy for constructing cultural meaning, providing a fundamental pathway through which mascots can transcend their role as visual images to become carriers of cultural significance.
Key words
mascot design of the 9th Asian Winter Games /
anthropomorphic strategy /
regional culture of Northeast China /
culture of the Asian Winter Games /
representation
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