Designing Character for Bandung Tourism Campaign: Indonesia

This analysis examines the development of a mascot-based character design strategy to enhance the tourism branding of Bandung, Indonesia. The primary objective is to differentiate Bandung from other Indonesian cities by establishing a powerful, personal connection between the city and potential visitors. By utilizing a mascot as a cultural ambassador, the campaign aims to communicate information, foster emotional bonding, and promote the city as a premier destination for culinary and shopping tourism.

The methodology involved a qualitative study to identify a representative figure from Sundanese culture. Researchers conducted a comprehensive review of local urban legends and folklore, narrowing the selection to three candidates before ultimately choosing Cepot, a prominent character from the traditional wayang golek (Sundanese puppet) theater. Cepot was selected for his alignment with the "creative city" spirit of Bandung, his historical popularity, and his reputation as an agent of change who uses humor and satire to deliver messages.

The design process adhered to principles of visual consistency and psychological impact. By blending square and round geometric shapes, the new character design conveys a balance of stability, trust, and playfulness. This approach ensures the mascot remains recognizable while adapting to modern media, such as digital stickers, board games, and paper toys. The study concludes that integrating traditional cultural icons into contemporary character design provides an effective, non-confrontational, and engaging medium for tourism promotion. By leveraging the familiar, humorous, and argumentative nature of Cepot, the campaign successfully transforms formal tourism messaging into an interactive and accessible experience for both domestic and international audiences.