The “MOO TE LU” project was developed from the concept of blending contemporary Thai street food culture with beliefs in luck and prosperity that are deeply connected to everyday life. The story is conveyed through cat characters, a symbol that is approachable and emotionally connected with people. The design concept began with the question: “Can familiar everyday food become a cultural symbol and a representation of belief?” This question led to the development of the “Mu Cat” character, which combines elements of spirituality and pop culture. It reflects positive energy and beliefs about good fortune through a contemporary visual language. The project focuses on developing the IP Character “Moo Krapow”, with the potential to expand into lifestyle products and reach collectors, especially international audiences who are interested in craft products with unique identities rooted in contemporary Thai culture. “Mu Krapow” and “Mu Sushi” are craft toy characters from the “Moo Te Lu” series, created through the reinterpretation of traditional Thai beliefs in a contemporary context. The characters are inspired by “