Hello Kitty Beer: Zen and the Art of Crass MarketingBy
In a country synonymous with manufacturing might and technological prowess, Japan’s Shintaro Tsuji is something of an oddity. The 85-year-old founder of Sanrio runs a character goods licensing enterprise that in 1974 introduced the world to Hello Kitty, a moon-faced cat with a red ribbon, no mouth, and enough over-the-top cuteness to require an insulin shot. To Kitty haters—and they’re legion online—Tsuji should be charged with crimes against humanity. Yet there’s no denying Hello Kitty is one of the most bizarre marketing success stories around.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.