How Japan's youngest CEO transformed Hello Kitty

Hello Kitty, celebrating her 50th anniversary, remains a top-grossing media franchise despite Sanrio's financial ups and downs.

Under Tomokuni Tsuji's leadership since 2020, Sanrio shifted its marketing focus to boost lesser-known characters, resulting in Cinnamoroll surpassing Hello Kitty in popularity.

Sanrio has diversified its character lineup and enhanced overseas marketing while combating counterfeits using AI. Tsuji's management approach has led to a "V-shaped recovery," with the company's stock valuation rising significantly.

Notably, a recent comment about Hello Kitty's identity as a British schoolgirl surprised many fans, highlighting the character's enduring mystique.