BIC Lighters Asia: Drago the Dragon Brand Character

They say all lighters are the same—one flick, one light, and you’re done. For BIC, lighters are more than just a source of fire and light. It can provide that spark for creativity and camaraderie, while maintaining its relevance in everyday life…while keeping it fun!

To bring the brand to life, Space Sheep Media Lab Inc. created Drago the Dragon—a fiery, wise, and resilient mascot that personifies the richness of Asian heritage and cultures, while also embodying the values of a BIC Lighter. First launched in South Korea and now in the Philippines, Drago the Dragon symbolizes strength, longevity, and adaptability—qualities that BIC Lighters also proudly represent.

In just six months, the Drago campaign reached 995K users with 8.5M views in South Korea. In the Philippines, it garnered 9.6M reach and 33.6M views in three months, proving character marketing is still a force in 2025.