This became Agoda’s largest campaign in Japan to date. The goal was simple: enter a highly competitive market and grow share by leaning into what Agoda is known for: best pricing, while introducing the Agojis as part of our brand identity. Japan is a market where trust and reputation guide most decisions. It’s also a place where mascots are part of everyday culture. Bringing the Agojis into the work wasn’t optional; it was the quickest way to build recall and feel locally relevant from day one.