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The Conversation
The Conversation
Sameer Hosany, Professor of Marketing, Royal Holloway University of London

Hello Kitty at 50: a Japanese success story of simplicity and cuteness

Hello Kitty Japan Sanrio McDonald
dean bertoncelj/Shutterstock

Hello Kitty doesn’t look her age. And despite recently turning 50, she is showing no signs of slowing down.

In 2025, the Japanese character – worth around US$4 billion (£3.1 billion) a year to the company that owns her – is due to star in a live-action movie. A new amusement park and resort are also planned.

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