The new Qingdao urban cultural mascot Mr Young is launched, representing the youthful vitality of the city as well as its rich literary scene. [Photo/WeChat account: qdweishinan]

A novel promotional figurine, or mascot called Mr Young, was introduced on Jan 1 as prototype image of a well-mannered young gentleman in the Shinan district of Qingdao city in East China's Shandong province, according to local media reports.

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

A raft of cultural activities – such as mystery box openings, an online bar and an urban flash mob hall – are being planned to promote Mr Young.