The work aims to explore the current status and hotspot of brand anthropomorphic design research in China by applying scientific knowledge map and clarify the research frontiers and innovative directions, to provide reference for research and innovation practice related to brand anthropomorphic design. With 319 literature related to the "brand anthropomorphic design" from 2003 to 2023 included in China National Knowledge Infrastructure as the data source, combined with the literature content analysis, CiteSpace and VOSviewer were used to conduct visual analysis of distribution characteristics of authors and research institutions, research content evolution, Keywordclustering, Keywordcitation bursts and strategic coordinate map and discuss the research status, research hotspots and frontier situation of brand anthropomorphic design in China. China's brand anthropomorphic design research has grown rapidly over the past two decades, and has gone through three research phases of exploration, expansion and depth, while the close cooperation between researchers and research institutions has yet to be strengthened. This research theme gradually transforms from the brand personality level to the brand emotion, human-computer interaction, social media and other diversified levels of extension and the artificial intelligence anthropomorphic interaction, robot service failure, product anthropomorphic interaction and anthropomorphic brand attitude have become focuses of research in this field. The frontier development of China's brand anthropomorphic design research is centered on digital intelligence-enabled design, and is being pushed forward in three directions of brand anthropomorphic design based on human-computer interaction, brand anthropomorphic design based on visual identity and brand anthropomorphic design based on consumer perception.