Hello Kitty at 50 – What’s the secret to her enduring appeal?

Hello Kitty marked her 50th birthday Friday, a milestone that sparked an array of celebrations across Japan. The beloved, bow-wearing character is the star of museum exhibits, theme park events, and a national tour, all highlighting her enduring appeal since her debut.

Earlier this year, the character’s flagship company Sanrio dropped something of a bombshell, leaving many purr-plexed: Hello Kitty – despite her name, whiskers and cat-esque ears – is not a cat at all, but a schoolgirl from London.

This mystique and blend of origins might just be the key to the adaptability that has defined Hello Kitty’s half-century in pop culture.

Design professor Mika Nishimura of Tokyo’s Meisei University describes Hello Kitty as “shrewd,” noting how she has conquered the realms of fashion, entertainment and commerce. With her mouthless face, Hello Kitty serves as a blank canvas, allowing fans to project their feelings onto her – and making her the perfect vehicle for money making.

“American feminists have said she doesn’t say anything and acquiesces to everyone. But in Japan, we also see how she may appear happy if you’re happy, and sad if you’re feeling sad,” Nishimura told The Associated Press. “It’s a product strategy that’s sheer genius. By being so adaptable, Kitty gets all those collaborative deals.”

“She is supposed to be Kitty White and English. But this is part of the enigma: Who is Hello Kitty? We can’t figure it out. We don’t even know if she is a cat,” art historian Joyce S. Cheng, a University of Oregon associate professor, said. “There is an unresolved indeterminacy about her that is so amazing.”

The complexity of “kawaii” – which is Japanese for “cute” but also connotes a lovable or adorable essence, equally applicable to an old man or an umbrella – may also shed light on Hello Kitty’s lasting appeal across generations and cultures. 

The character’s 50th anniversary is, in itself, a testament to her enduring popularity. Sanrio, the Japanese entertainment company that owns the rights to Hello Kitty, launched celebrations a year ago, featuring an animated TikTok account, games on Roblox, and an avatar for the social networking app Zepeto.

In honour of this milestone, a variety of special edition merchandise were released, including pet collars, cosmetics, McDonald’s Happy Meals, Crocs, and a Baccarat crystal figurine. Among the anniversary items, a gold coin pendant featuring Hello Kitty holding the number 50 is priced at around 120,000 yen (€724), while a Casio watch retails for 18,700 yen (€113).

But, what’s Hello Kitty’s origin story? Let’s cut a long story short.

Created by Sanrio employee Yuko Shimizu in 1974, Hello Kitty did not – as many imagine – begin life as a cartoon. In fact, she first appeared on a children’s coin purse in 1975, shooting to fame in the subsequent decades as one of the most recognisable characters in pop culture. Toys, cartoons and clothing bearing her image have generated more than $80 billion to date for Sanrio – and even inspired a controversial song by Avril Lavigne. The annual retail sales tallied $5 billion last year.  

Not bad for a London schoolgirl with whiskers.