poster boy/girl; brand ambassador; campaign character
A person or mascot used as the face of a promotional campaign; wasei-eigo from 'campaign character'.
wasei-eigo (Japanese-coined English), from campaign character
A popular actor was chosen as the brand ambassador for the new product.
The campaign character for this snack is a cute bear illustration.
Variant with interpunct; less common but sometimes seen in formal or design contexts.
Wasei-eigo from English 'campaign character'. The term is used in Japanese to refer to a person or mascot that serves as the face of a promotional campaign.