Some feminists say Hello Kitty’s lack of mouth is a symbol of disempowerment, but Yano counters that by not depicting it, “she has a greater range of expression”.
Famous Hello Kitty fans include Lady Gaga, Nicki Minaj and Katy Perry, and her appeal extends to royalty: Britain’s King Charles wished her a happy birthday this year.
And on Hello Kitty’s TikTok account – whose bio is “CEO of supercute” – sardonic memes and footage from “Hello Kitty Day” at US baseball games delight 3.5 million followers.
KAWAII
Hello Kitty is the epitome of Japan’s “kawaii” – cute – soft power, and she is the mascot of a campaign promoting good tourist etiquette in Tokyo.
Posters celebrating the 50th anniversary are on display at Sanrio Puroland theme park, where businesswoman Kim Lu from Manila had brought her four-year-old niece on their holiday.
“This really is our priority here in Tokyo,” she said.
“To be honest, we really don’t know” the reason for Hello Kitty’s ineffable popularity, said Lu, 36.
“I think it’s the kawaii charm.”
