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Created when Tencent launched the first version of its internet messaging platform, QQ, the company's winking penguin has become a ubiquitous cultural presence in China.

Findings

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  1. The mascot has become a revenue generator, with Tencent licensing the character for cross-promotion with KFC, Midea Group, and more.

  2. In 2016, KFC redecorated 5,000 of its stores with the mascot after handing out more than 5 million card sets with the character.

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