VOICED : Hello Kitty at 40 giving adults a licence to play

Hello Kitty, a Japanese icon, is linked to 50,000 products and is highly popular in Japan. Fans like Kazumi have a deep connection with her, recalling the joy she brought in childhood. Introduced in 1974, Hello Kitty is seen as a symbol of cuteness in Japanese culture. However, controversy arose when it was revealed she is not a cat but an English schoolgirl. Despite this, Hello Kitty remains influential in 130 countries, with plans to expand her market to include more male fans. Generating billions annually, Hello Kitty's economic impact is significant.

How does Hello Kitty's presence in the market reflect on her popularity?

What changes are expected for Hello Kitty's branding in the future?