How Japan's youngest CEO transformed Hello Kitty

Published On Oct 31, 2024, 7:05 PM

Hello Kitty, created by Sanrio, is celebrating its 50th anniversary, marking significant cultural and financial milestones. The character has been a top-grossing media franchise, second only to Pokémon. Recently, Sanrio faced financial struggles as interest in Hello Kitty declined, leading to management changes under Tomokuni Tsuji, the founder's grandson. Tsuji aimed to revitalize the brand by marketing not only Hello Kitty but other characters as well, such as Cinnamoroll and Aggretsuko. Sanrio has adopted innovative marketing strategies, including collaborations with global brands and tackling counterfeit products. The company has seen a recovery in profitability and a significant rise in its stock price, indicating positive financial momentum.