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Published: 01 April 2013
EISBN: 978-0-8223-9588-1
... Appendix 1 Sanrio and Hello Kitty Timeline 1960 Tsuji Shintarō establishes Yamanashi Silk Center Company. 1973 Yamanashi Silk Center Company renamed Sanrio Company Co., Ltd...
Published: 01 April 2013
EISBN: 978-0-8223-9588-1
... Appendix 2 Artists in Sanrio’s Hello Kitty Thirtieth Anniversary Exhibit and Catalogue artist (order as listed in the catalogue...
Published: 01 April 2013
DOI: 10.1215/9780822395881-003
EISBN: 978-0-8223-9588-1
... Chapter Two Marketing Global Kitty Strategies to Sell Friendship and “Happiness” Sanrio means “Saintly River” or “Pure River.” It is a name that re- flects the spirit of our company, and the goal that we set for our- selves: to help build a...
Book Chapter

By Christine R. Yano
Published: 01 April 2013
DOI: 10.1215/9780822395881-009
EISBN: 978-0-8223-9588-1
... around 2010, U.S. operations have shifted increasingly to Sanrio offices in Los Angeles. Also, Nakajima USA has increasingly taken over control of many of the Sanrio stores and operations in the United States, beginning in 1988 but with greater definition since 2004, when it became the principal...
Published: 01 April 2013
DOI: 10.1215/9780822395881-002
EISBN: 978-0-8223-9588-1
..., she is definitely not a fad and seems destined to stay for the long haul. This is just as Sanrio would have it. According to Sanrio of- ficials I spoke with in Tokyo, what the company wants is a product with high recognition, broad placement, and long-­lasting staying power (Toh­matsu, personal...
Published: 01 April 2013
DOI: 10.1215/9780822395881-007
EISBN: 978-0-8223-9588-1
... Carpasso (2005:5) One aspect of Hello Kitty – led pink globalization that many observers might find surprising is the degree to which Sanrio’s icon has pervaded the edgy fringes of art worlds outside of Japan, as well as to a limited degree in Japan. Some of these forays have...
Published: 01 April 2013
DOI: 10.1215/9780822395881-004
EISBN: 978-0-8223-9588-1
... I feel like I’m a walking advertisement. —  Becky Hui, fan and Sanrio employee, twenty-­seven years old, personal com- munication, June 21, 2002, South San Francisco Happiness tinged with pink, in...
Published: 01 April 2013
DOI: 10.1215/9780822395881-008
EISBN: 978-0-8223-9588-1
... 1 of Sanrio’s fiftieth anniversary. The event was widely reported in global news media, but the following coverage of the event as the cover story for the August issues of License! Global is particularly germane to this book. “In celebration of Sanrio’s 50th anniversary...
Published: 01 April 2013
EISBN: 978-0-8223-9588-1
... secretary who had also grown up in Hawai’i in the 1950s and 1960s, what I had discussed in class. To my surprise, she showed me her computer where she had bookmarked Sanrio’s website. Although Elaine may not have literally grown up with Hello Kitty, she was my first Hello Kitty fan! Poring over...
Published: 01 April 2013
DOI: 10.1215/9780822395881-006
EISBN: 978-0-8223-9588-1
.... (above), who see in her a prompt that calls out for “rock and roll” play. These are not anti-­Kitty critics (chapter 4), but pro-Kitty­ rebels of sorts who take Sanrio’s cat as a means to express what I consider subver- sive purposes. Here is pink as the new black. Within practices of...
Book Chapter

By Christine R. Yano
Published: 01 April 2013
DOI: 10.1215/9780822395881-010
EISBN: 978-0-8223-9588-1
... Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon. Singapore: John Wiley and Sons (Asia). Berlant, Lauren. 1997. The Queen of America Goes to Washington City: Essays on Sex and Citizenship. Durham: Duke University Press. Bourdieu, Pierre. 1984. Distinction: A Social...
Published: 01 April 2013
DOI: 10.1215/9780822395881-001
EISBN: 978-0-8223-9588-1
... City, Macy’s Eighty-Fir­ st Annual Thanksgiving Day Parade featured three new giant helium balloons, one of which was Hello Kitty. Making her debut as “Supercute Hello Kitty” in superhero outfit complete with cape, tiara, and signature bow, Sanrio’s cat floated down Broadway Avenue to...
Published: 01 April 2013
DOI: 10.1215/9780822395881-005
EISBN: 978-0-8223-9588-1
...”) Fuck Hello Kitty (anti – Hello Kitty group in France) In the grand scheme of things, [anti – Hello Kitty]’s more buzz and more interest for the brand. — Dave Marchi, marketing director, Sanrio, personal...
Book Chapter

By Christine R. Yano
Published: 01 April 2013
DOI: 10.1215/9780822395881-011
EISBN: 978-0-8223-9588-1
..., 87 – 92, affective labor, 61, 70, 82 – 83, 162 248 – 49; kitsch and, 231 – 32, 249 – 50; African Americans, marketing to, 124 patronage by Sanrio, 233 – 38, 249, Ah Map. See Fan Man-­yee 266 – 67; play and, 231 – 32, 235 – 37, Ahmed, Sara, 20, 164 249...
Published: 28 March 2003
DOI: 10.1215/9780822384380-008
EISBN: 978-0-8223-8438-0
... Exam- ples of characters commonly hung from keitai include Sanrio’s mouthless kitty known as Hello Kitty and Sony’s virtual email pink pet known as PostPet. At first sight, these ‘‘cute’’ (kawaii) characters may seem to rein- force highly conventional gender and sexuality stereotypes. However, the...
Published: 28 March 2003
EISBN: 978-0-8223-8438-0
Published: 15 January 2004
DOI: 10.1215/9780822385813-003
EISBN: 978-0-8223-8581-3
..., and game systems), stories (television shows such as The Mighty Morphin Power Rangers and the cartoon Sailor Moon), and characters (Poké- mon and Sanrio’s Hello Kitty). It is premature to call Japan the new superpower in the global culture of children. At the very least, however, the global...
Book Chapter

By Marvin Sterling
Published: 08 June 2010
DOI: 10.1215/9780822392736-009
EISBN: 978-0-8223-9273-6
...: Routledge. Belson, Ken, and Brian Bremmer. 2004. Hello Kitty: The Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon. Singapore: Wiley. Benedict, Ruth. 1946. The Chrysanthemum and the Sword: Patterns of Japanese Cul- ture. Boston: Houghton Mifflin...
Book Chapter

By Ian Condry
Published: 11 October 2006
DOI: 10.1215/9780822388166-011
EISBN: 978-0-8223-8816-6
... Cake-K. 1998. ‘‘B-Fresh Woofin’, October, 112. Belson, Ken, and Brian Bremner. 2004. Hello Kitty: The Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon. Singapore: John Wiley and Sons. Benjamin, Walter. 1969. ‘‘The Work of Art in an Age of Mechanical Reproduction In...
Published: 28 March 2003
DOI: 10.1215/9780822384380-014
EISBN: 978-0-8223-8438-0
... love, 171; My (CMC), 8, 10–11, 14, 87–90, 213 Melody, 165; Pokemon, 170; PostPet, 158, computers, 87, 162, 204; at home, 164; hand- 164, 170; Sanrio, 1, 158, 164; Tare Panda, held, 162; and lesbian, gay and queer use 165. See also culture; kitsch; phones in South Korea, 96, 98; and...