12. November 2024
Hello Kitty, Japan’s iconic character, will celebrate her 50th birthday in 2024. Sanrio boss Tomokuni Tsuji transformed the company with new characters and global collaborations.
Hello Kitty, the iconic kitten from Japan, celebrates half a century of success stories and challenges. But the journey of the Sanrio brand behind Hello Kitty has been anything but smooth. From highs to deep valleys, the company has experienced many changes. Under the leadership of Japan’s youngest CEO, Tomokuni Tsuji, Sanrio has undergone a remarkable transformation.
The roller coaster ride of Sanrio history
Hello Kitty is not only a symbol of cuteness, but also one of the most successful media brands in the world. With impressive sales second only to Pokémon, the little cat has even outpaced the likes of Mickey Mouse and Star Wars. But despite her global fame, which even prompted King Charles to wish her a happy birthday, Sanrio has struggled with declining sales in recent years, the BBC reports.
Twice, in 1999 and 2014, Sanrio experienced significant sales increases fueled by the popularity of Hello Kitty. However, these successes did not last. SMBC Nikko’s Yasuki Yoshioka aptly describes the company’s performance as “a roller coaster ride.”
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