The study aimed to designe a framework for the mascot's characteristics of the Student Sports Championship Olympiad of the Ministry of Science, Research, and Technology. This applied, qualitative, and exploratory research employed thematic analysis to identify key characteristics influencing mascot design. Data were collected through semi-structured in-depth interviews with experts in branding and marketing, managers and staff of the Ministry of Science’s Physical Education Department, former and current heads of the Student Sports Federation and experts in student sports. Purposeful sampling continued until theoretical saturation was reached, resulting in a total of 15 interviews. In data analysis, 278 initial codes were identified and grouped into 22 subcategories, which were further condensed into three main categories: physical characteristics (design and symbol, type of attire, size, human, body shape, plant and animal species, color, and objects), personality traits (loving, heroic, explorer, humorous, popular, wise, creative, innocent, magical, and rebellious), and demographic characteristics (location, age, and gender). The validity and reliability of the data were confirmed through continuous coding checks and test-retest of interviews (reliability = 86%), ensuring the credibility of the findings. The results indicated that an effective mascot design requires integration of physical, personality, and demographic dimensions. This framework provides a practical, culturally contextualized guide for creating a meaningful and identity-building mascot, which can strengthen emotional engagement with the audience and enhance the promotional impact of this national even