According to an analysis, the majority of banking users in 2024 prefer using mobile devices for transactions, as mobile banking offers greater immediacy and convenience than traditional online banking. However, attracting users and fostering loyalty remain critical challenges for banking brands. Previous studies suggest that anthropomorphic characters have the advantage of enabling consumers to engage emotionally. Incorporating anthropomorphic designs into mobile banking can address the emotional needs of Generation Z consumers. Moreover, the facial structure of anthropomorphic characters further influences their perceived cuteness and approachability, which in turn affects the degree of emotional engagement among consumers. However, there appear to be significant differences in the facial feature configurations of mascots between Eastern and Western companies. Understanding how these differences influence consumer perceptions is the primary focus of this study. This study consists of two parts. Study 1 analyzed secondary data to examine the facial features of mascots from Eastern and Western financial institutions, calculating their Facial width to height ratio and baby schema proportions, which revealed culturally typical facial configurations. Study 2 utilized eye-tracking technology to explore the physiological and psychological responses to culturally typical mascot designs. The study concludes with recommendations for designing anthropomorphic characters that provide positive emotional experiences for Generation Z. These designs offer opportunities for businesses to enhance the emotional engagement and trust of young mobile banking users.