STACK #241 November 2024

MOVIE FEATURE

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Moe anthropomorphism That’s quite a mouthful, although keen anime fans will know all about it. Hello Kitty falls under the Japanese art form of Gijinka, a type of moe anthropomorphism where human traits are given to animals or inanimate objects. While it shares roots with classic anthropomorphism seen in Disney characters like Mickey Mouse, Pluto, and Donald Duck, Gijinka is more deeply embedded in fan culture and often features characters with stronger animal traits. Its popularity has grown significantly with the rise of comic conventions and digital media, with notable examples including Pokémon, Digimon, and Sonic the Hedgehog.

It’s hard to imagine living in the modern world and not knowing who or what Hello Kitty is. Words Glenn Cochrane F rom plush toys to decal stickers, apparel and designer clothes, Hello Kitty is the global pop-cultural sensation that’s been bringing smiles to generations of people for 50 years. The cute character has its origins in footwear of all things, and was created (ahem, born) in 1974 by Japanese designer Yuko Shimizu. She was tasked by Sanrio entrepreneur Shintaro Tsuji to design a fun character for his merchandise after he discovered that whimsical items, like rubber flowers, boosted sales of his sandal line.

Kitty sensation Wherever you are in the world, there’s Kitty... be it in department stores, libraries, or food courts. Her face is everywhere and the sheer magnitude of her popularity might as well have her say “Kerching” rather than “meow”. In fact, her cultural impact can be likened to that of Barbie, with her global revenue estimated to be $ AU11 billion, putting her above other media properties such as Star Wars and second only to Pokémon. Some of the many products and industries Hello Kitty is associated with across 130 countries include television, music, hospitality, fast food, transport, comics, video games, automotive, fashion, stationary, wine, electronics, telecommunications, tourism, theme parks, footwear, cosmetics, pharmaceuticals, and sports.

Yuko created a simple white cat with a red bow and no mouth, which symbolised the “Kawaii” (cute) popular culture that swept across Japan during the 1970s. She describes the character as being British, and the singular drive behind it was to promote social communication. Hello Kitty’s first appearance was on a small coin purse, and she has since gone on to become a big brand juggernaut, influencing art, fashion, consumer products, and more.

Yuko Shimizu Hello Kitty designer

Hello Kitty's first apperance.

Identity crisis In recent years, a misconception has circulated that Hello Kitty is actually a little English girl, much to the surprise of consumers. If that were true, what’s with the whiskers? Fortunately, Sanrio - the company that owns the rights to Hello Kitty - clarified the misunderstanding, confirming that Hello Kitty is an

Family business Hello Kitty also goes by the name Kitty White, and she’s not alone in this world. Throughout the years we have been introduced to several members of her family, as well as her boyfriend, Dear Daniel. Say hello to her twin sister Mimmy, father George, mother Mary, grandfather Anthony, grandmother Margaret, and pets Charmmy the cat and Sugar the Hamster. Oh, and Kitty also has a superhero alter ego called Ichigoman.

anthropomorpised character, meaning, like Mickey Mouse, animal with human traits.

she is an

16 NOVEMBER 2024

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