FEATURES How Japan’s youngest CEO transformed Hello Kitty
Hello Kitty, arguably Japan’s best loved creation, is celebrating her 50th anniversary.
But all has not always been well at Sanrio, the Japanese company behind the character. The business has been on a spectacular journey of financial peaks and valleys.
Hello Kitty has been ranked the second-highest grossing media franchise in the world behind Pokémon, and ahead of the likes of Mickey Mouse and Star Wars.
Underscoring her global fame, Britain’s King Charles wished her a happy birthday during the state visit to the UK by Japan’s Emperor and Empress in June.
In recent years though Sanrio had been struggling to make money, as interest in Hello Kitty waned.
Two previous surges in Sanrio sales, in 1999 and 2014, were both driven by the character’s popularity. But these jumps in demand for the firm’s products were not sustainable, says Yasuki Yoshioka of investment company SMBC Nikko.
