In 2005, B.Duck, a cute yellow duck, was born. B.Duck is known for its joyfulness, love for travel, and adventurous spirit, embodying the "BE PLAYFUL" concept that brings happiness to everyone, which has become the brand's ethos. That same year, B.Duck launched its first product, a "waterproof radio," marking the beginning of its retail business.

In 2010, B.Duck started expanding into character licensing. To date, B.Duck has over 400 licensed products and more than 30,000 SKUs both domestically and internationally. They have hosted over 100 themed events in malls, with an average footfall of up to 1.2 million per event, reaching a total audience of 240 million people.