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Melbourne resident Victoria Kyriakopoulos has built up her collection of Hello Kitty memorabilia over 24 years.
The cost of the entire collection is not a small figure.
“I’ve lost count, I think probably in the thousands, maybe even tens of thousands. I’m trying not to keep track, but probably enough for a house deposit.”
The fictional character was created in 1974 by the Japanese company Sanrio.
Although she looks like a cat, Hello Kitty is a bright and caring schoolgirl who lives in London with her family – and she even has a boyfriend, according to Sanrio.
The iconic red bow and lack of a mouth are now part of the icon, which turns 50 this year (November 1).
Born in Adelaide, Ms Kyriakopoulos says she first encountered Hello Kitty as a young girl in her mother’s native Philippines.
She says she was instantly fascinated.
“I was nine years old, it was just before my tenth birthday and I have family in the Philippines. I went on an extended break on my birthday and Christmas, and I was there and I I spotted Hello Kitty and it was It was really fascinating to me, because it was something that I had never seen before in Australia. So, as a kid, seeing everything that was cute. and pink, it was really nice.”
She says her love has actually evolved over time, just like Hello Kitty.
“Initially it was because it was something cute. It was the appeal of not really being able to find it. I think the appeal for me (now) is the fact that even if you have all the money in the world, you” You will never be able to go to one place and buy the entire Hello Kitty collection. You have to go everywhere, and there are different limited edition items. Go looking for Hello Kitty, live different Hello Kitty experiences around the world, and that’s it. That makes it really exciting. “
From its humble beginnings on a wallet, the global icon has since appeared on every type of merchandise imaginable, even adorning Japan’s buses and bullet trains.
The brand’s net worth is estimated at over AU$120 billion.
Nobuko Burnfield is a former Sanrio presenter based in Sydney.
She says Hello Kitty’s success lies in the “innocence and simplicity” of the design.
“Everyone can think of her as their own cat. She has a way of entering people’s hearts. Her appeal knows no boundaries. Gender or education level doesn’t matter to Hello Kitty. When Hello Kitty knocks on the door, everyone will be happy to let her in.”
Naoko Madokoro, a former Hello Kitty product designer in Japan, says Hello Kitty’s ability to adapt and evolve over time has also been a factor in its success.
“Hello Kitty is adaptable and easily incorporates various trends, allowing it to evolve with the times and align with changing thoughts and perspectives.”
Madokoro says Hello Kitty’s lack of a mouth makes it easy for people to sympathize with her.
“When we feel happy, Kitty shares that joy, and when we are sad, she comforts us. She is always there, providing a sense of companionship. Kitty is a character that easily allows for an emotional connection.”
Timing could also be one of the reasons why the brand has gained such global notoriety.
Dr. Christine Yano is a professor of anthropology at the University of Hawaii.
She says Hello Kitty emerged amid the rise of a uniquely Japanese cultural phenomenon, something called Kawaii or cute culture.
A major expression of Japanese soft power, Kawaii focuses on kindness and childish innocence.
It has also fueled consumerism.
“When you think about Japan in the 1970s, that was the birth of girl culture as a sort of consumer item. And that’s really where Hello Kitty started, and the development of cute products. And that’s the world of Hello Kitty that Sanrio really created and exploited.
The author of Pink globalization: Hello Kitty’s journey across the Pacific Although it is impossible to identify a single factor behind this success, it is important to note the role of the Japanese government.
He used the 2010 “Cool Japan” initiative as a soft power campaign to promote cultural industries abroad – as a way to spur economic growth.
“The Japanese government contributed to the development of cool Japan. But that’s not the only thing, to some extent they followed the manufacturers’ lead, so it was hand in hand. The fact that Hello Kitty now being fully recognized as a kind of Japan, a cool Japan, I think that’s part of the effect of it all.
She says the 50th anniversary is important, not only for the longevity of the brand, but also for the emotional connection fans have with Hello Kitty.
Ms. Kyriakopoulos says that for her, the bond lasts a lifetime.
“I think the fact that there are a lot of celebrations for Hello Kitty is a testament to its popularity. I think the 50th anniversary is one of those big milestones. And for me, as a Hello Kitty collector, it “It’s like one of those once in a lifetime opportunity events, so it’s really exciting.”
