Expect to see Hello Kitty merchandise and even themed cafes in India soon, as the character’s parent company Sanrio is entering the Indian market through licensing agency Dream Theatre, as reported by Forbes India.
The beloved pop culture icon from Japan will be entering the Indian market for the first time this year, despite being a well-known brand here and having been created by designer Yuko Shimizu 50 years ago in 1975.
“Looking at kawaii culture’s big success, we thought it was the right time to penetrate a new market like India that has huge potential,” Silvia Figini, the chief operating officer (EMEA) of Sanrio told Forbes India. “We were waiting for the right time, the right investment to make the brand relevant with the right culture, and the right elements, to make it consistent with the Indian culture.”
Jiggy George, the founder of Dream Theatre, said that Hello Kitty is recognised in India not only by young girls but also by young adults, representing the trending kawaii culture. Therefore, various age groups in India would be the target demographic for the companies. They also plan to collaborate with Indian retailers and local licensees, a strategy seen with various foreign IPs in India.
As for the market strategies, Sanrio and Dream Theatre are looking to be present on various platforms targeting the different age groups. They also want to collaborate with Indian retailers and local licensees, which we are seeing with various other IPs.
“Speaking of investments, we are starting a YouTube channel in Hindi in the second half of the year, while our English channel will also be promoted,” Figini revealed. “In 2025, we will open a channel in Tamil and Telugu. Our Instagram account, Hello Kitty India, will be ready next month. We have many plans for Hello Kitty’s 50th birthday, with events, which will be planned for India too.”
Besides merchandise like toys and apparel, Hello Kitty-themed restaurants, cafes, and family entertainment centres are also in the pipeline for India, Figini said.
Got any news tips, or want to discuss a possible story? Email us at ign_india@ign.com
Rayan Sayyed is a staff writer for IGN India with a primary focus on Asian entertainment spanning from anime, manga, games to films and dramas from the East. You can reach out to him at rayan_sayyed@ign.com, or find him on Twitter @rayanaver and Instagram @rayansayyed.
