San San Niang (三三娘) is the official virtual mascot and personification of Bilibili's '33' project, often referred to as '33 Niang.' She represents the Bilibili brand and community, embodying its youthful, creative, and energetic spirit. With her distinct blue hair and lively personality, San San Niang frequently appears in promotional materials, events, and official videos, serving as a friendly guide and ambassador for users. Her role is central in fostering a welcoming atmosphere and promoting the platform's values.