A novel promotional figurine, or mascot called Mr Young, was introduced on Jan 1 as an archetypal  image as an archetypal cool and hip young man about townin the Shinan district of Qingdao city -- located in East China's Shandong province -- according to local media reports.

The charm and personality of the character is said to reflect Qingdao's young, urban culture and is expected to help raise its profile and publicize its urban brand.

A 10,000 mystery box opening activity was held on Jan 1-3 for locals to enjoy (to win gifts of cultural and creative products such as bookmarks, badges, fridge magnets or a or a puppet of Mr Young himself.