In 2020, the world has changed drastically and the everyday life that we took for granted has been lost. However, it is a fact that the world is full of "likes" and is supported by the power of "likes," which many people may have realized. As the world is changing and the way we work and live in the world is in need of major changes, there is no doubt that the fans who support companies and brands will become more important than ever before. How should companies and brands interact with their fans in the future? How do they transform the power of their fans into marketing power and prove their contribution to the business? The results of a survey of both companies and fans, as well as case studies, will be used to illustrate the "ambassadorial approach" that should be promoted now.