Mascot endorsements are always applied in advertising to increase consumers’ interest in the products and brands. They have been investigated that are effective strategies to create positive impacts from a marketing perspective. However, there is limited understanding of why mascots can be so attractive and even influence consumers’ behaviours. Also, limited studies examine how mascots could enhance the audiences’ predilections in visual? Therefore, this study aimed to examine the reason mascot endorsement creates an attraction to the audiences and the types of attractive mascot. In order to achieve them, the literature review and a questionnaire are conducted. Based on the result of this study, the reason mascot endorsement creates attraction is examined. The primary criteria and type of appealing mascot design are also understood.