The world’s most supercute global icon, Hello Kitty, celebrated her 50th anniversary, and what better way to celebrate than by honoring her enduring legacy and unique ability to connect generations through friendship, kindness, and joy. As a beloved cultural icon since her debut in 1974, Hello Kitty represents positivity and inclusivity, making this milestone an opportunity to showcase her cultural significance and engage fans across the globe.
Hello Kitty’s, 50th Anniversary presented the opportunity to create shared experiences for her multigenerational fan base in real life and across digital platforms.
The goal of this celebratory PR campaign was to garner a steady drumbeat of earned media coverage on Hello Kitty and her anniversary celebrations to deepen affinity with lifelong fans to introduce her timeless charm to new audiences.
Our earned media strategy centered on a multi-pronged approach to ensure Hello Kitty and her legacy remained top of mind throughout her 50th anniversary year. We engaged with her vast fanbase and celebrated moments in time by creating and promoting a series of high-profile brand partnerships, immersive experiences, events and appearances, and other curated media opportunities throughout the year.
These efforts sustained a steady drumbeat of exciting media coverage where Hello Kitty made a cultural splash across a variety of industries from food to fashion and beyond.
A pivotal moment of our execution was securing a nearly five-minute segment on the TODAY Show, which created a viral cultural phenomenon by reigniting the "Hello Kitty is not a cat but a girl" conversation. This moment broke the internet, sparking widespread online buzz, with the segment’s impact extending far beyond the broadcast itself. Coverage was picked up by numerous media outlets and maintained momentum through ongoing social media engagement weeks after it aired.
The TODAY Show placement was further enhanced by a post-segment discussion where the hosts shared their personal connections to Hello Kitty, showcasing her enduring appeal. The segment also spotlighted Sanrio’s wide-ranging collaborations, featuring the immersive pop-up experience at Nordstrom’s New York City flagship store which served as the backdrop for the TODAY feature.
Other major media highlights included a 90-page special issue in TIME Magazine celebrating Hello Kitty’s cultural legacy, along with an exclusive interview with Sanrio CEO Tomokuni Tsuji. Additional placements in outlets like USA Today and more rounded out her presence across leading platforms, ensuring Hello Kitty reached audiences of all ages.
To sustain momentum and prevent audience fatigue, we strategically expanded partnerships with iconic brands like Crocs, Loungefly, Funko Pop, CASIO, and McDonald’s. These collaborations introduced fresh integrations, appealing to both loyal fans and new audiences while staying true to Sanrio’s core values and secured steady coverage for Hello Kitty across consumer media outlets.
Through this carefully crafted, multi-faceted strategy that blended partnerships, experiences, and moment-driven celebrations, we successfully kept Hello Kitty at the center of cultural conversations. By providing opportunities for fans to connect with the brand in both digital and physical spaces, we honored her legacy, strengthened her connection with fans, and ensured her relevance for years to come.
Hello Kitty’s 50th anniversary was a phenomenal success, driven by strategic earned media efforts. The TODAY Show segment became a cultural sensation, sparking widespread discussions and reaching a vast audience. The revelation that ‘Hello Kitty is not a cat’ created a viral moment, propelling the anniversary into mainstream conversation. This twist generated extensive media coverage and social media buzz, resulting in over 1 billion impressions from online coverage alone and attention from leading media outlets like E!, USA Today, People, and Billboard, as well as Black news and culture platforms.
In addition to lifestyle coverage, the anniversary received notable attention from business-focused outlets. CNN Business explored Hello Kitty’s $80 billion empire and its role in shaping the global “kawaii” economy, while The Wall Street Journal highlighted her enduring legacy and ability to connect with generations.
While Sanrio’s core audience typically includes Gen Z icons and K-Pop enthusiasts, media coverage like the TODAY Show captivated a wider audience interested in mainstream pop culture and urban trends. By securing high-impact media placements, creating viral moments, and curating memorable fan experiences, we celebrated Hello Kitty’s legacy and cemented her place in pop culture for years to come.
