Hundreds of shoppers mobbed a teddy bear mascot that has been surging in popularity in Thailand.

Niracha Phromrak witnessed hundreds of fans storming the popular pastry shop mascot Butterbear at an event on the side of a busy road in Bangkok on August 1.

Footage shows fans surrounding the figurehead, taking videos and pictures of the bear, who was escorted by guards.

Butterbear, also known as Nong Noey, can be seen creating dance covers of various Asian pop songs, and reaction videos, and participating in trends to boost her popularity.

The adorable and playful mascot has won the hearts of pastry enthusiasts and has become popular in China, where knock-off merchandise of the bear can be seen.