Hello Kitty?
Every now and then, I see things like this:
Hello Kitty Mallow Briefcase
It is one of the incredibly long line of officially sanctioned ‘Hello Kitty’ products. What is ‘Hello Kitty’?: I don’t quite know. All I know is that it came from Japan, there is a lot of it, and Japanese people get the Hello Kitty logo and derivatives heavily marketed to them in their native country. The mystery is, why is the line getting so popular in Europe and the Rest of the World? As far as I am aware, there is little of no direct advertising of the brand in these territories. It is just like the mystique of the brand is somehow magically carrying over across the waves.
It seems that the only marketing exposure the brand gets outside of Japan is the incidental PR the various licenses merchandise picks up in the popular press. If it was not for that, I am guessing that nobody outside of Japan would have heard of Hello Kitty. Or is it that the character embodies so much of the fundamental elements of ‘cuteness’, that it will offer a magnetic attraction to all those susceptible to such things, and thus self generate its own buzz and interest with no need for a coordinated marketing campaign? Is it like a cross between a cleavage and go faster stripes, but for women?
February 18th, 2010 at 9:45 am
Very informative post. Thanks!
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