From a small vinyl coin purse to an undisputed fashion and lifestyle icon, beloved by generations of people and countless celebrities – this is Hello Kitty! The year 2024 marks the 50th anniversary of our brand. Since 1974, it has been winning the hearts of millions of fans, who have shared their everyday moments and special times with Hello Kitty and passed part of their collections on to their daughters and granddaughters.
Hello Kitty, Sanrio’s flagship character, has become a pioneer of collaborations,
bringing her cuteness to all key merchandising categories as well as to the world of art. She has a prominent positioning in the international licensing landscape, never abandoning her iconic values of kindness and friendship. Celebrating the 50th anniversary of the Hello Kitty brand means for us cherishing what has been achieved so far and carrying this wealth of experience, skills and passion into the future, harmonising them with new trends and technologies. It involves engaging both long-term and new partners to create fresh initiatives that continue to convey those values of positivity and inclusion, which are needed now more than ever.
The future of Hello Kitty is full of new projects and opportunities. In the coming months and years, she will continue to feature in major fashion brands’ collections,
be the face of important collaborations, and star in series and entertainment content. After all, Hello Kitty’s motto is “You can never have too many friends”, and this drives all our activities. The future of our ambassador of cuteness is brimming with surprises and new projects, and we can’t wait to share them with the whole world.
Silvia Figini, chief operating officer, Sanrio – EMEA, India and Oceania, Mr. Men – Worldwide
Name: Kitty White
Fave food: Mama’s apple pie
Best friend: Her sister, Mimmy
A social superstar
Hello Kitty has a truly global reach, with 75 million social media followers spanning a range of territories.
Home:
Future dream: To be a pianist
This Sanrio publication was produced by Max Publishing.
Editor: Tessa Clayton. Group editor: Samantha Loveday.
Designer: Gary Freeman. Copyright 2024. While every effort has been made to ensure that the information in this supplement was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of any organisations mentioned in the text.
50 YEARS OF AN ICON
Sanrio’s global megastar Hello Kitty has been putting smiles on faces for an incredible five decades. Personifying friendship, optimism and kindness, she continues to delight fans of all ages, including celebrities, proof of her status as an undisputed lifestyle icon and cultural phenomenon.
Hello Kitty, the adorable character with the trademark red bow and cute button nose, is one of the most popular – and instantly recognisable – franchises in the world. Her image appears on some 50,000 product lines, available in more than 130 countries and in over 240 Sanrio stores, and she inspires nothing short of devotion among millions of fans of all ages, cultures and genders.
With the brand celebrating its 50th birthday this year, Hello Kitty has come a long way since first appearing in 1975 on a vinyl coin purse in Japan. She quickly skyrocketed
in popularity in her home market and across the globe as the kawaii (cute) trend took hold. By 1983, she had even been appointed a UNICEF Children’s Ambassador.
In the 1990s, the target market for Hello Kitty grew to include teens and adults as
WHAT MAKES HELLO KITTY SPECIAL?
TIMELESS DESIGN: Cute and loveable, Hello Kitty epitomises kawaii style, an aesthetic that has exploded across the globe.
HERITAGE: Hello Kitty represents the best of Japanese culture and traditions, so much so that in 2008 the Japanese tourism ministry chose her to represent the country.
CROSS-CULTURAL APPEAL: With her universal message of friendship and her strong nostalgic appeal, Hello Kitty attracts fans of all ages, across multiple territories.
ICONIC STATUS: Hello Kitty has transcended from cute character to an international symbol of friendship and joy. A genuine pop culture icon, she continues to make waves in the fields of fashion, art, music and design.
Above: Hello Kitty made her debut on a vinyl coin purse in 1975.
Below left to right: Celebrity fans of the brand include music star Lady Gaga and actress Cameron Diaz.
her appeal as a ‘retro’ brand grew, with celebrities such as Mariah Carey, Paris Hilton and Cameron Diaz declaring their love for the franchise.
Through the decades, Hello Kitty continued to
amplify her online presence thanks to the countless influencers and VIPs who spontaneously endorsed her. Kim Kardashian, for example, has famously shared on Instagram images
of her daughters and herself celebrating their birthdays with themed parties, and visiting Sanrio’s theme park Puroland in Tokyo.
Other self-proclaimed Hello Kitty devotees include K-Pop idol Jisoo of BLACKPINK and Britney Spears, while Dua Lipa, Saweetie, Nicki Minaj and Lady Gaga have all posed with Hello Kitty-inspired clothing or accessories, a declaration of love that in some cases led to official collaborations.
Five decades since her inception, Hello Kitty remains at the forefront of youth culture – particularly in the fashion sphere – as the Y2K nostalgia trend continues among younger consumers.
Above left: Jisoo of K-Pop band Blackpink is well-known among fans for her love of Hello Kitty.
Above right: Kim Kardashian celebrated daughter Chicago’s 5th birthday with a Hello Kitty party.
Below left: Dua Lipa rocked a GCDS Hello Kitty bikini on hoilday in 2023.
THE POWER OF CUTE
Since its beginnings in the 1970s, the Japanese concept of kawaii has grown from a national trend to a global phenomenon. All Sanrio characters are kawaii by definition, thanks to their attributes and values, and Hello Kitty represents and embraces all the most iconic features of this aesthetic.
Kawaii refers to a cultural style that incorporates bright, pastel colours and childlike imagery. In Japanese, the word kawaii has a meaning that sits at
the juncture of ‘cute’, ‘tiny’ and ‘lovable’. Now a global trend, kawaii has its origins in 1970s Japan, where teenage girls began experimenting with a new childlike style of handwriting incorporating wavy lines, cartoon faces,
hearts and stars. The new aesthetic quickly caught on, gracing everything from plush toys to tech gadgets, footwear to food.
What makes this aesthetic so popular is its ability to appeal to consumers regardless of their age. The concept of kawaii is not just a ‘look’; it means much more, and in synergy with Sanrio’s core values (such as kindness, friendship, inclusion and the enhancement of diversity) it became a powerful tool.
Left: On EVA Air’s Hello Kitty flights travellers can enjoy branded décor and special themed menus.
Below: The office hall of Hello Kittythemed Parklane Dental in California.
Inset: Japan’s Hello Kitty shinkansen bullet train is decorated both inside and out with Hello Kitty motifs.
CUTIFYING THE WORLD
Kawaii aesthetics can craft unforgettable experiences that mitigate our greatest frustrations and fears, and perhaps show us something in ourselves that we didn’t know we needed – all of which explains why Hello Kitty, with her adorable look and inbuilt feelgood factor, has enjoyed so much success in out-of-home licensing.
Decorated in super-cute style and serving Instagram-worthy treats, branded cafés and restaurants – of which there are dozens around the globe, both permanent and popup – are locations where cuteness and Hello Kitty’s core values come together most naturally, but Sanrio’s understanding of kawaii has allowed
the company to extend the influence of this aesthetic into other spheres. In the early 2000s, a special maternity hospital opened in Taiwan that welcomed newborns in a Hello Kitty branded, stress-free and comfortable
environment; in southern California, patients can go to restore their smile and confidence at a Hello Kitty dental studio, while
mums and daughters in Dubai can treat themselves and enjoy some quality time in the Hello Kitty Beauty Spa. Each of these experiences aligns with Sanrio’s company values of fostering social connections and friendship, and allows consumers to experience the brand in new and engaging ways.
Even something as practical as getting from A to B can be done kawaii style. Travellers in Japan can ride Hello Kitty shinkansen bullet trains, while Hello Kitty branded EVA Air airplanes take off from Taipei’s Taoyuan international airport. The customisation doesn’t end with the special liveries – the whole experience is kawaii, from branded check-in areas to the treats, snacks and decoration aboard.
Below: A place for fans to meet and form new friendships, Hello Kitty cafés are a natural extension of a brand which has sociability at its core.
Below right: Dubai’s Hello Kitty Beauty Spa offers pampering sessions for both children and adults.
Above: ARTBOX’s Hello Kitty café opened in Brighton in the UK in 2022 and has been a huge hit on social media.
Left: Fun items like Bow Bagels add extra cuteness to Hello Kitty café menus.
FASHION QUEEN
From luxe lines to fun massmarket collections, Hello Kitty is an undisputed star of the fashion industry.
“The secret to her ability to fit with both high street and high fashion brands lies in her design,” explains Silvia Figini, Sanrio chief operating officer EMEA, India and Oceania, and Mr. Men Worldwide. “She’s simple yet also strikingly original, and that unique blend enables us to effortlessly adapt her to evolving trends and seamlessly integrate her into the styles of other brands.
“Over the last few years, we have seen Hello Kitty featured in collections by GCDS, Balenciaga and Blumarine, and these collaborations play a crucial role for us as they demonstrate that the Hello Kitty brand is mature and relatable to a broad age spectrum.
Below: A Hello Kitty 50th anniversary capsule collection by
Beloved of designers, trendsetters and style-conscious consumers the world over, Hello Kitty has ascended to true fashion icon status. From the runway to the high street, here are some of her most memorable moments.
A PIONEER IN FASHION
DIESEL, 2012
Cute met cool in 2012 when Hello Kitty joined forces with denim specialist Diesel in creating a special capsule collection of childrenswear. Using Diesel’s expertise in denim design, the collection gave Hello Kitty a streetwear spin, and featured washed denim jeans and shorts with patterned linings and labels, a rock ’n’ roll-inspired patchwork t-shirt and a denim backpack.
BARBOUR, 2014
BALENCIAGA, 2019
In 2014, her 40th anniversary year, Hello Kitty teamed with Barbour for a range of girlswear that included jackets, knitwear, hats and socks. Pinks, purples and navy blues featured strongly across the collection, with Hello Kitty appearing in a countryside scene wearing wellies and a Barbour jacket, the first time that the iconic character had worn a British clothing brand.
Male models carrying Hello Kitty handbags caused a sensation on the Balenciaga runway at Paris Fashion Week in 2019. The leather bags in black, pink and white – versions of the fashion brand’s iconic Ville design – featured cat ears, lace details to look like whiskers and, of course, Hello Kitty’s trademark red bow. The 27-piece Balenciaga x Hello Kitty collection, which also featured phone holders, wallets, a tote and a camera bag, launched in spring 2020, supported by a global branded window display campaign, massive digital and PR covering and influencer seeding, and was a sell-out success.
Bershka was launched Europe-wide in 2024.
GCDS, 2024
Hello Kitty and Italian fashion brand GCDS are long-time collaborators, teaming for musthave fashion pieces that blend pop culture, luxury, playfulness and Italian craftsmanship. Dua Lipa has famously been pictured on Instagram wearing GCDS’s Hello Kitty moon boots and crochet bikini, while in February this year during Milan Fashion Week, the fashion house showcased several items featuring Hello Kitty as part of its latest collection. Models strutted the runway wearing Hello Kitty boots, suits and tops and carrying purses adorned with the iconic character, all designed to appeal to a more mature audience – demonstrating that it’s never too late or too early to fall in the love with the Hello Kitty brand.
“The growing presence of Hello Kitty in Gen Z favourite international retailers such as Primark, Zara, H&M, Bershka and Pull&Bear proves that the step from high end to high street has been very smooth, and the brand love of younger consumers is stronger than ever! Riding on Y2K nostalgia and kawaii mania, all the biggest fashion groups embraced Hello Kitty’s 50th anniversary as a significant milestone and decided to celebrate the brand with global communication campaigns and extensive product ranges.
PRIMARK, 2024
In March this year, to celebrate Hello Kitty’s 50th anniversary, Primark unveiled an exclusive +100-piece Hello Kitty collection of womenswear, kidswear, accessories and homeware across 16 markets. Part of a new strategic collaboration between the international fashion retailer and Sanrio, the collaboration also saw Hello Kitty Cafés launched at select Primark stores across the UK. From cosy loungewear to playful accessories, each piece in the range has been infused with Hello Kitty’s signature kawaii style and is designed to immerse customers in the magic and nostalgia of the brand.
“In addition to official partnerships, we often see celebrities posting spontaneous selfies of themselves wearing Hello Kitty clothing and accessories,” Silvia concludes. “This is amazing for us as it proves that Hello Kitty is acknowledged as a fashion and lifestyle icon all over the world, and that as an IP she transcends demographic clusters, appealing to kids, girls, boys and young women alike.”
Above: Pull&Bear’s Hello Kitty capsule collection launched in May as part of the brand’s 50th anniversary celebrations.
Right: This Hello Kitty zip-up fleece cardigan was one of the must-have items from H&M’s 2024 collection.
YOU CAN NEVER HAVE TOO MANY COLLABS
One of the first brands to acknowledge the value of strategic collaborations with globally relevant partners, Hello Kitty continues to heighten her status in the lifestyle space in innovative new ways, from headlinegrabbing IP x IP deals to cultural tie-ins.
Collaborations play a crucial role in Hello Kitty’s positioning strategy, and her partnerships over the years with various global brands have helped to secure
her status as a middle to high-end property. A distinctive factor setting her apart is that although she has featured on TV and in animated content, she
Below: Hello Kitty joined forces with Yu-Gi-Oh! in May 2024 for a
wasn’t originally conceived as the main character in a television show; this makes her uniquely adaptable, and as at home on a designer catwalk as she is in the supermarket aisle.
Throughout the decades, Sanrio has launched some truly iconic and revolutionary collaborations. The Hello
Above: Funko launched a special Hello Kitty Funko Pop! this year to celebrate the brand’s 50th birthday.
McDonald’s Happy Meal collaboration.
Inset: Adidas launched multiple collabs with Hello Kitty throughout 2024, offering cute twists on classic sneaker designs.
Kitty pink Smart car, for example, has been the dream of many young women for years, while a collab with motor oil brand Agip opened the door to a completely new way of perceiving brand partnerships. On the opposite side of the spectrum, Hello Kitty has been an inspiration for highend jewellers; in her 40th anniversary year, Japanese pearl specialist Mikimoto collaborated with Hello Kitty to create a range of jewellery in keeping with both brands’ shared Japanese heritage,
“Historically, the Hello Kitty brand has always offered extreme flexibility to its partners,” says Silvia Figini, Sanrio chief operating officer EMEA, India and Oceania, and Mr. Men Worldwide. “We team with brands that share our values and the desire to amaze our audiences, and who can integrate Hello Kitty’s cute style, Japanese aesthetics and subtle childhood nostalgia into their products. Friendship and kindness are also key values that guide our partner selection, while providing inspiration for valuable storytelling opportunities that highlight the importance of togetherness and cherishing social connections.
“Hello Kitty promotes positive and universal values that resonate deeply with today’s youth, regardless of nationality. By partnering with us, brands can reach their audience in a wholly positive and inclusive environment while strengthening their connection with their existing consumer base. These partnerships allow brands to expand their offerings with products that are fresh, innovative, and imbued with Hello Kitty’s unique style.”
accessible,
Below: Cambridge Satchel’s
Clear examples of innovation are IP x IP collabs that have seen Hello Kitty team up with some of the most important characters on the global stage, from DC Comics heroines to Barbie, Sailor Moon, Tokidoki, Gundam and Evangelion, and her latest partnerships with Care
Bears, Naruto and YuGi-Oh! – the latter being featured in an extremely successful Hello Kitty x YuGi-Oh! Happy Meal global campaign at McDonald’s.
More recently, Sanrio has launched numerous collaborations with prestigious brands across various industries, from sports brands like Adidas and Nike, to beauty icons such as Essence, OPI, Pixi and Lancôme, as well as toy partners L.O.L. Surprise! and Funko and accessories brands like Cambridge Satchel and Irregular Choice.
Above: High-end jeweller Mikimoto’s Hello Kitty-inspired collection made headlines in 2014.
Above right: Fun and
Essence’s Hello Kitty range of beauty products debuted this year.
collection is an elegant example of Hello Kitty’s flexibility in terms of design.
Below: A collaboration between Hello Kitty and Agip in 2010 brought the cute factor to motoring.
CELEBRATING FIVE DECADES OF HELLO KITTY
2024 marks 50 incredible years of Hello Kitty. Leading up to her birthday on 1 November, Sanrio is pulling out all the stops with an exciting programme of global events, exhibitions, collaborations and exclusive releases set to surprise and delight existing Hello Kitty devotees, as well as connect with a whole new generation of fans.
A year-long party, where everyone is welcome… It’s the perfect celebration for a brand whose motto is “You can never have too many friends”. The first Hello Kitty 50th anniversary activations started all over the world at the end of 2023, with a series of live and online initiatives. One of the major activations in Europe was Somerset House’s CUTE exhibition in London, where Hello Kitty, the undisputed queen of kawaii, was a must-see special guest. The show, which ran from January to April 2024, explored the impact and
influence of cute culture, and featured a collection of contemporary artworks and
new artist commissions as well as rare pieces of Hello Kitty memorabilia. Visitors could enjoy a Hello Kittythemed disco, and Hello Kitty and Friends treats at a popup Cute Coffee Shop by ARTBOX.
The initiative obtained huge press coverage but, more importantly, was met with enthusiasm and affection by the public. A similar response greeted the opening of Ystävänä Hello Kitty (Your friend, Hello Kitty), a temporary exhibition of almost 300 Hello Kitty and Friends items provided by local fans and enthusiasts at Museo Leikki, the Finnish museum of play in Espoo, which opened in April. The exhibition celebrates Hello Kitty’s core values (friendship and kindness) and brings together several generations of fans, from women to kids and families
This summer, the party moved to France for a special initiative at Galeries Lafayette’s Paris Haussmann store. From 18 July to 26 August, visitors could join in the celebrations for
Left: An activation at Supercandy
Above: Hello Kitty took centre stage at Somerset House’s CUTE exhibition in London this year.
Pop-up Museum in Cologne offers multiple photos ops for fans.
prestigious brands such as Flotte, Le Bijou Parisien, Marie Martens and Balzac Paris were available to purchase, and to make the experience even more special, Hello Kitty herself made an appearance, which saw customers and fans gathering round her for a once in a lifetime photo opportunity.
Even Italy’s highend department store La Rinascente turned its spotlight on Hello Kitty this summer. In August,
Hello Kitty’s 50th anniversary thanks to a pop-up space which saw the muchloved character integrated within iconic Parisian spots such as the Metro station and a newspaper kiosk. Hello Kitty products from
the character became the undisputed star of the store’s eight windows fronting Milan’s Galleria Vittorio Emanuele II, the city’s historic shopping gallery. Each window was a tribute to the character and designed to tell visitors something about her, from her iconic bow and love for apples to her strong connection with Japanese culture and kawaii style. Tourists and fans of all ages queued to take pictures of the window displays,
and enjoyed a special Hello Kitty space within the store featuring unique customisable products and a branded café with a dedicated menu.
August saw the opening of a special experience at the Supercandy Pop-Up Museum in Cologne, Germany. Sanrio took over the majority of the Museum’s unique sets, designed for creating social media posts and taking photos, to provide special Hello Kitty photo ops, each offering visitors an insight into the much-loved icon. A giant coin purse, a cute pink pool filled with balls, an inflatable Hello Kitty-shaped mattress and cushions, an oversized breakfast bowl and a huge cake are providing fans with several opportunities to interact with her and immerse themselves in the Hello Kitty universe.
Hello Kitty’s actual birthday, 1 November, is just around the corner and other surprises are coming up for her fans… Sanrio promises!
Above: Parisians flocked to meet Hello Kitty at Galeries Lafayette Hausmann this summer.
Below: Italian store La Rinascente featured Hello Kitty themed window displays this August.
Below: Hello Kitty merchandise on show at the Museo Leikki in Finland.
WE HELLO KITTY
KATIA GIORGINO, @LAZYKAT (FRANCE)
“I express my love for Hello Kitty by collecting and wearing everything featuring her, from clothes to accessories. Apart from fashion items, I have a lot of housewares, and I also have Hello Kitty tattoos.
It’s hard to choose a favourite item from my collection. I love my Hello Kitty mug; it means I get to start my day with her. When it comes to fashion, I’d say my favourite piece is probably my overalls, which are part of a Levi’s collaboration with Hello Kitty. They’re a real statement piece.
I love the values Hello Kitty represents: kindness, joy, empathy, love, friendship and more. I hope one day to visit Puroland in Japan. It would be a dream come true.”
ADELAIDE SOMERS, @ADDY HARAJUKU (UK)
“Hello Kitty was my first exposure to Japanese pop culture and kawaii. Even when I was little, she had an allocated space in my bedroom. I still have the Hello Kitty shampoo my mum got me in 2002!
Hello Kitty is this cute, diverse and comforting character that brings nostalgia and creativity together. I love the collabs she has had with brands like 6%dokidoki, as well as clothing releases with brands like YRU. She’s fashionable without losing that sense of cosiness.
I create a lot of online content around Hello Kitty, and I also love to incorporate her into my fashion and cosplay, having fun with styling accessories and playing around with makeup.”
From kawaii lovers, nostalgia fans and devotees of Japanese culture, to parents sharing their love for the brand with their kids, Hello Kitty appeals to a broad demographic. Four superfans explain what she means to them.
AMIRA, @ PUNKYBUNNY (MIDDLE EAST)
“Hello Kitty represents kindness, innocence, cheerfulness, and being yourself no matter what. I’m inspired by her to be as authentic as I can be, and to stay positive and childlike at heart.
I collect Hello Kitty and Friends clothes, plush, keychains… you name it! I’ve also visited every place I can think of in Japan that’s Hello Kittyrelated, including Sanrio Puroland, and Hello Kitty cafés and stores. I love visiting different store locations because each one is unique and has limited edition merch.
I share my love for Hello Kitty on Instagram and I’ve met so many fans there who share my excitement about her. My latest addiction is playing Hello Kitty Island Adventure – I can’t wait for the Nintendo release.”
ANSHIN DOYLE, @ANSHINDOYLE (JAPAN/SPAIN)
“I adore the aesthetic of Hello Kitty and how it has evolved over the years. Her innocence, and her status as a kawaii and fashion icon, fascinate me. Decorating my house with Hello Kitty items, like my computer chair, makes me feel in harmony at home.
I incorporate a lot of Hello Kitty aesthetics into my daily life. I create outfits based on her, and I love going to themed cafés. I even visited a resort in Japan where everything, from the shape of the building to the performances and food, was about her. I documented it all for my YouTube channel, and the two videos I made got 90,000 views.”
ONE WORLD, CONNECTING SMILES
Japanese company Sanrio is a global powerhouse, reaching millions of consumers each year through its vast roster of cuteness-infused characters. From the sweet to the cheeky, each one is a part of Sanrio’s wider mission to inspire friendship and social connectivity.
Sanrio was founded on the philosophy that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that promote communication and inspire unique consumer experiences across the world. Today, Sanrio’s business extends into the entertainment industry with several content series, gaming offerings and theme parks, and a product line-up which is available in over 130 countries.
the power of a smile in everyday life. Sanrio’s brands have been rapidly evolving into a 360° consumer approach, consolidating their presence in the entertainment industry with new content series, gaming releases and immersive experiences. Two standout successes in the licensing space are sweet-natured My Melody and her rebellious frenemy Kuromi, who are loved by licensees and fans for their complementarity.
FAN-FAVOURITE CHARACTERS
Hello Kitty, Cinnamoroll, Kuromi and My Melody all made the top six in this year’s Sanrio Character Ranking. An annual popularity contest in which fans vote for their favourite characters, the Character Ranking enables Sanrio to stay ahead of trends and what fans want, and attracts huge interest every year; 2024’s total number of votes –57,074,053, an increase of 128% from 2023 – is the most ever cast in the event’s history.
In the past decades, Sanrio has elevated its portfolio into lifestyle brands that provide a diverse and virtually limitless product offering. Friendship and kindness are the key values Sanrio focuses on to expand its universe of characters, each fostering social communication and inclusivity through generations, emphasising
My Melody has enjoyed high-profile partnerships with Chloé, Furla and Fila, while Kuromi has been featured in apparel collections by Adidas, Primark, Bershka, Uniqlo, H&M and Forever 21, and in collaborations with Polaroid, Build-A-Bear, Tangle Teezer and more.
The superstar of Sanrio’s character rankings (an annual global survey), Cinnamoroll has also been featured in apparel and accessories collections for Primark, Bershka, Zara and many more, proving the growing interest of fashion retailers in the other iconic Sanrio characters.
