"Ah Fu" is the official mascot of the Hong Kong Denim Festival 2023. The character's design draws inspiration from jeans, utilising various denim pieces to craft a visually distinct and captivating appearance. Beyond its aesthetic appeal, "Ah Fu" also embodies a specific life attitude and set of values. This mascot serves as a symbol, urging the public to recognise and embrace one of our central visions: sustainability in the denim industry. By rallying behind "Ah Fu", we aim to encourage everyone to delve deeper into the concept of sustainable practices within the denim sector. We cordially invite everyone to join us at the festival and immerse themselves in the world of "Ah Fu". Through engaging with this mascot, participants will have the opportunity to explore and learn more about the importance of sustainability in denim, fostering a greater understanding and appreciation for this vital aspect of the industry.