BuySell announced its new character, “BuySell-kun,” on 1 October 2026. The five principles that Tanaka Soma (田中奏真) kept in mind to avoid branding failures in the era of generative AI are introduced.
As companies increasingly deploy original characters, Nikkei Cross Trend reports that BuySell, a mobile purchasing service, announced its new character, “BuySell-kun,” on 1 October 2026. It also highlights the risk that, although generative AI has ushered in an era in which anyone can create a character, many characters born from casual ideas fail as branding initiatives, leaving the costs invested in them wasted.
BuySell Technologies Executive Officer Tanaka Soma (田中奏真), who led the initiative, identified five principles to keep in mind when embarking on the company’s first full-scale character-development project. Although the article does not discuss the specific content of the five principles, it reports that they place emphasis on long-term brand design from the perspective of a professional marketer who uses generative AI every day.