Hello Kitty, the beloved character from Sanrio, marked its 50th anniversary this year! That means, for those who first encountered Hello Kitty as teenagers are now in their 60s! Sanrio is marking its 50th anniversary with exciting collaborations across different brands. The special goods released for this milestone will become more than just a celebration – they're destined to evolve into a cherished collection with enduring value for fans over time. Beyond the typical children's products, Sanrio's diverse range extends to include watches, appliances, travel organizers, and more. Ever wondered why Sanrio caters to such a broad age spectrum? Let's delve into the reasons behind this thoughtful product range.
The enduring popularity of Sanrio's characters, such as Hello Kitty, raises the question: why do these characters, despite not being introduced through traditional mediums like animation or comics, maintain such widespread appeal?
In a recent interview conducted by DailyPost, with Tsuji Tomokuni, the CEO of Sanrio, he shared insights into the brand's longevity. "The reason we continue to be loved for so long is due to our design. The 'cuteness' of the character can be considered Sanrio's creative source. We cannot control human emotions, but we believe that the emotion of 'cuteness' is universally felt." He emphasizes leveraging the strength of ‘Kawaii’ness( かわいい, cuteness), a term widely embraced in Japan, as a key strategy.
Certainly, the emphasis on cuteness in Sanrio designs plays a significant role in evoking warm and fuzzy feelings. However, what sets Sanrio characters apart is the absence of a fixed narrative. While certain aspects like the character's birthplace, siblings, and name may be predefined, the lack of a rigid storyline allows individuals to project their own interpretations onto these timeless characters.
Whether it's adults buying Hello Kitty for their children or seeking character goods filled with cherished memories, these characters have become synonymous with nostalgia. As you read this, I hope you, too, find joy in discovering the subtle cuteness in everyday life. Hello Kitty's enduring charm is a testament to the universal appeal of a design that has brought happiness to people of all ages for half a century.
