Home Lifestyle Beauty Hello Kitty Turns 50, Remaining Both Adorable and Profitable

Hello Kitty Turns 50, Remaining Both Adorable and Profitable

0
Hello Kitty Turns 50, Remaining Both Adorable and Profitable






Hello Kitty’s 50th Anniversary

TOKYO — Hello Kitty celebrates her 50th birthday this Friday, marking a significant milestone for the beloved character. The fictional festivities have led to museum exhibitions, spectacular displays at theme parks, and a national tour throughout Japan, emphasizing her cultural significance. Although Japan is Hello Kitty’s homeland, the character fictitiously hails from London, leading to some confusion about her origins.

Adaptability has been one of Hello Kitty’s hallmark traits throughout her illustrious career. While originally intended to embody the sentiments of others, many women view her as a symbol of empowerment due to her unique, mouthless design. Mika Nishimura, a design professor at Meisei University in Tokyo, describes Hello Kitty’s smart approach to their branding as a savvy business strategy. Her non-threatening demeanor allows her to fit seamlessly into various aspects of commerce, fashion, and entertainment. “American feminists criticize her for being silent and compliant; however, in Japan, we interpret her emotions to align with ours—happy when we are happy and sad when we are sad,” Nishimura stated. “This versatility makes her a perfect candidate for countless collaborations.”

The celebration of Hello Kitty’s semicentennial serves as proof of this strategic success. Sanrio—the Japanese company that owns the rights to Hello Kitty—initiated the celebrations over a year ago. They introduced various digital platforms including TikTok, Roblox games, and a character for the Zepeto social media app. Commemorative merchandise has proliferated in honor of the event, including items such as pet collars, cosmetics, and even special editions of McDonald’s Happy Meals. A Hello Kitty-themed gold pendant, representing her 50th anniversary, is being marketed at around 120,000 yen (approximately $800), while a stylish Casio watch associated with the character retails for roughly 18,700 yen (about $120).

To understand Hello Kitty, it’s essential to delve into her origins. Unlike iconic characters such as Mickey Mouse and Snoopy, Hello Kitty did not initially exist in animation but started as a design by Sanrio’s young illustrator, Yuko Shimizu. She first appeared in 1974 as an illustration for a coin purse and rapidly gained popularity throughout Japan. As her commercial success flourished beyond Asia, her backstory began to develop, with the character’s name revealed as Kitty White and her biography detailing that she resided in a suburban neighborhood of London with her family and twin sister, Mimmy.

The central theme surrounding Hello Kitty’s persona has always been friendship. Shimizu reflects on her creative process, stating, “When I designed Hello Kitty, I created a family structure. However, as the character evolved, she became integrated into a broader array of contexts.” Sanrio put considerable effort into cultivating the character’s brand into a worldwide phenomenon. They designated November 1 as her birthday, coinciding with Shimizu’s own, and enriched her background with hobbies like playing the piano, reading, and baking—while also introducing co-stars, including Charmmy Kitty, her pet cat, two decades ago.

In an unexpected twist during Hello Kitty’s 40th celebration, Sanrio clarified that despite her cat-like features, she is actually intended to represent a young girl. This announcement rekindled debates about the characterization of what it means to be human. “Kitty White is represented as English, part of the mystery surrounding who Hello Kitty really is— even her true form leaves us questioning,” notes Joyce S. Cheng, an art historian and associate professor at the University of Oregon. “The ambiguity surrounding her character is fascinating.”

Compounding this intrigue is the term “kawaii,” which translates to “cute” in Japanese but extends to describe a captivating essence that resonates deeply within Japanese culture. Sanrio sought to capitalize on the popularity of “kawaii” by employing various artists to create lovable characters during an era when adorable and feminine styles were prevalent. The concept of “kawaii” penetrates many facets of life; even items such as a simple umbrella or a kitchen utensil can embody this charming quality. Though it may appear superficial to Western eyes, in Japan, it carries significant cultural weight and emotion.

This multifaceted appeal helps clarify why Hello Kitty continues to resonate with multiple demographics worldwide—reflected, for example, in Canadian singer-songwriter Avril Lavigne’s 2014 release of a song titled “Hello Kitty” and a recent birthday congratulation from King Charles during a meeting with Japan’s Emperor Naruhito and Empress Masako at Buckingham Palace.

While some may perceive Hello Kitty as a mere emblem of self-denying femininity, it is worth noting that three women have played pivotal roles as the character’s designers at Sanrio. Yuko Yamaguchi, who has led the character’s design since 1980, skillfully balances modernity with timelessness, adapting her appearance with current fashion trends while steadfastly maintaining her signature bow. “Hello Kitty serves as a cultural artifact, capturing the evolution of women’s identities in East Asia and their strides towards professional lives,” Cheng commented.

Although Sanrio has launched an abundance of adorable characters, none can match Hello Kitty’s enduring legacy. The character starkly contrasts Japan’s traditionally understated aesthetic; she embodies a flamboyant spirit of consumer culture. Cheng describes her as “the anti-wabi-sabi,” emphasizing a desire for glitz and excitement that reflects a modern, vibrant society.

Leslie Bow, a professor specializing in English and Asian American Studies at the University of Wisconsin-Madison, elaborates that many Asian and Asian American women view Hello Kitty as a form of rebellion, while simultaneously recognizing the power in taking care of others—a sentiment encapsulated by “kawaii.” “We find control in nurturing those around us, whether siblings, children, or pets. Yet, there is a darker side to ‘cute’ as well,” Bow expressed.

Sanrio has exploited Hello Kitty’s flexible image, allowing extensive creative reinterpretation in exchange for licensing fees. This versatility has led to the establishment of vibrant themed cafes worldwide, and even an “augmented reality” app featuring the character captivating tourists in front of famous landmarks like the Eiffel Tower and Big Ben. Remarkably, Hello Kitty has even made unsanctioned appearances on unexpected items, such as firearms and adult toys.

During a recent event in Seoul, Yamaguchi revealed her ambition to create a version of Hello Kitty that could appeal to men: “I believe we’ll reach a day when men will proudly carry Hello Kitty without embarrassment,” Yamaguchi shared, as reported by an entertainment outlet.