This study aims to provide insights and implications for future research on local mascots and destination marketing strategies that utilize them by examining the characteristics and current usage of local government mascots at the city, province, county, and district levels nationwide. The research analyzes the traits of these mascots and how they are used on local government websites and official social media platforms. In addition, the study examines the impact of mascot-related social media posts on audience interaction, based on actual data. The findings reveal that the characteristics of local mascots vary by regional division. Notably, the regional images that local governments intend to convey through their mascots also differ. The study indicates that many mascots are not being utilized effectively. Furthermore, the results show that the use of mascots on social media influences audience engagement. These findings enable local governments to assess the current state of mascot utilization nationwide and to develop more effective strategies for their application. Moreover, the results can serve as foundational research for future studies on local mascots.