Tucked into the ground floor of Bangkok’s EmSphere mall, amid luxury boutiques and a sea of restaurants, a brown bear with round cheeks and a butter-yellow bow has become a national sensation. Butterbear, known locally as Nong Noey  (Butter, the little sibling) is more than a mascot. She is a cultural ambassador, a marketing marvel, and an economic engine driving millions in revenue and reshaping Thailand’s approach to soft power. When Thanawan “Boom” Vongcharoenrat launched