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Friday marks half a century since Japanese merchandising company Sanrio created the first iteration of Kitty White, or Hello Kitty, a cheerful feline girl (not, as her creator controversiallyrevealedin 2014, a cat) who lives with her family in London’s suburbs. In the decades since debuting, she has become a UNICEF ambassador, a special envoy for Japan’s Foreign Ministry and the subject of themed restaurants, cafes, two amusement parks and even a maternity hospital.
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Designed to adorn children’s items and stationery, she was first drawn by Yuko Shimizu, one of Sanrio’s in-house illustrators, in 1974. The company wanted designs embodying “kawaii,” a Japanese term for cuteness, and the 24-year-old’s cat-like creation wasinspired bya kitten her father had given her as a gift. Hello Kitty made her commercial debut the next year, appearing on a line of vinyl coin purses alongside several other new characters.
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Considered Hello Kitty’s third designer (Shimizu left Sanrio three years after inventing the character and was replaced by Setsuko Yonekubo, who briefly oversaw the design in the late 1970s) Yamaguchi has steered the character’s visual identity for almost 45 years. Speaking to 【 - Free Popular Stock Recommendations 】 at Sanrio’s Tokyo headquarters, she recalled joining the company at a time when Hello Kitty products were declining in popularity.
In 1979, Sanrio decided to revitalize the brand, and Yamaguchi was one of several illustrators tasked with creating and presenting new imagery. Aware that Hello Kitty was an aspiring musician, she drew a scene envisaging the character surrounded by her family after receiving her first grand piano.
“Even though Hello Kitty says she wants to be a pianist, she had never been depicted playing the piano,” she said, adding: “I was asked to be the designer of Hello Kitty on the spot.”
Yamaguchi started meeting with Hello Kitty’s fans, past and present, to understand why sales were down. She also made a formative year-long visit to San Francisco in 1984, amid a booming US interest in teddy bears. After returning to Japan, Yamaguchi began creating new drawings and a cast of friends for Hello Kitty — including the teddy bear, Tiny Chum.
“I wanted Hello Kitty to become more energetic,” she said. “And since she was the face of Sanrio, and was born as a symbol of friendship, I wanted to make lots of friends for her.”
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“She’s good at sports, and she looks cute and chic too,” she explained. “I think of her as a blank canvas that you can transform into all sorts of things. There’s not much that doesn’t suit her… I think that when everyone talks to Hello Kitty, she probably answers them in some way.”
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It’s a realization the illustrator traces back to a letter she received from a fan in 1987: “She was a big fan of Hello Kitty but, in the letter, she wrote that her friends and parents had told her that it is a children’s character, and that she should have outgrown it. But she didn’t want to, so she asked me to make products for high school students like her.”
Inspired by the trends she saw in Tokyo’sHarajuku fashion districtat the time, Yamaguchi began incorporating contemporary style into her designs, in the hope of appealing to older fans. In 1999, Sanrio told the New York Times that the character was appearing on 12,000 new product lines a year, spanning almost every category imaginable, from clothing to board games, greeting cards to lunchboxes. The company also began using Hello Kitty on more adult items, like electronics and kitchen appliances, as it became clear that nostalgia was becoming a major selling point.
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“My mother gave me Hello Kitty stationery and school supplies like pencil cases and plastic boards. When I saw them, I thought they were so cute, and they quickly became my favorite. That’s where it started,” she said, showing 【 - Free Popular Stock Recommendations 】 around a dedicated Hello Kitty room in her Tokyo home. “Once I began buying things for myself, I could get items for the kitchen, bathroom and other daily necessities. I wanted to unify everything with Hello Kitty from that point on.
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“As life goes on, there are times when you face unpleasant or sad experiences,” she said, “During those times, looking at Hello Kitty goods have brought me comfort and solace.”
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“Just after 9/11, the world was changing,” he told 【 - Free Popular Stock Recommendations 】. “And I think that the Japanese ‘kawaii’ culture was an alternative fit for America, somehow.”
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“Hello Kitty is on the rise again in America, and I think that this is because the first generation have now become parents and passed (their interests) on to their children,” Atsuo said, adding: “(Her popularity) has risen and fallen many times like this, and it creates a regular opportunity for people who were captivated by Hello Kitty to remember it and want to collect it again.”
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“Of course, there are many characters in the world that have been around longer than Hello Kitty,” the illustrator said, adding: “I hope she continues working hard so she can celebrate her 100th anniversary in 50 years’ time.”
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