“Wait—what’s a Hello Kitty rave?”
These are words I never imagined saying, but as I sit cross-legged on a beanbag chair in my daughters’ playroom on a call with Los Angeles–based digital creator Sophia Torres, it takes less than five minutes for the question to come up.
Torres trades in all things cute. Her wardrobe is filled with twirly ballerina skirts and bow-bedecked headbands, and her bedroom has an entire section dedicated to collectables from Japanese entertainment company Sanrio. She tells me that Pompompurin–a squishy yellow dog who wears a beret—is her favorite character from the beloved brand, but Hello Kitty, the company’s first and arguably best-known creation, is high up on the list. Which brings us back to the dance party in question.
“It’s basically a rave, but Hello Kitty makes an appearance and they have graphics of her DJ-ing, and things like that,” says Torres, 28, explaining this is just one of many ways the cartoon’s legions of mega-fans celebrate her IRL. “You do have to be over 21 to join, but there’s this wholesome [aspect] of Hello Kitty just having a good time and shaking some ass, you know?”
Honestly, I don’t know. But once you start paying attention, her charming mouthless face and little red bow are omnipresent—especially this summer, which marks the 50th anniversary of her debut. She’s the star of a new collaboration with Forever21 and featured on limited-edition Baggu print bags and laptop cases. Punky cult-favorite label Chopova Lowena is offering an entire line centered around her likeness at Nordstrom; beloved ice cream chain Van Leeuwen has been peddling pints of a Hello Kitty–themed flavor with berries and white chocolate truffle. (Which, sadly, at least at my nearest Brooklyn outpost, appears to be sold out.)
“We have been strategically licensing Hello Kitty for several decades with a wide range of products that are chosen with a constant focus on both her existing fans as well as the next generation of fans,” Jill Koch, senior vice president of Marketing and Brand Management at Sanrio Inc., tells me via email. “We’re always keeping an eye on brands, products, and partners that will surprise and delight her fans to keep the love of Hello Kitty growing and evolving.”
This strategy is clearly working. The market for the unofficial ambassador of kawaii (the Japanese term for all things cuddly and cute) is thriving, even outside the increased buzz a semi-centennial milestone creates. Which, it should be noted, is a lot: According to Koch, Sanrio has been firing on all cylinders to make the occasion meaningful by way of digital experiences across platforms like YouTube and Roblox. They are also offering in-person events like a “Hello Kitty Night” with the LA Dodgers in which a life-sized Hello Kitty throws out the first pitch and guests receive a special 50th anniversary plush souvenir.
