"Hello Kitty Goods Collection” 1999


The “Hello Kitty Goods Collection” magazine, Volume 5, released in October 1999 by Sanrio, is an awesome piece of documentation for branding and graphic design. Published in Japan, this magazine spans 130 pages filled with merchandise showcasing the iconic Hello Kitty character. This Volume provides a vivid snapshot of the late 20th-century consumer culture and design aesthetics in Japan.

Graphic Design was quickly changing in the late 1990s due to advances in digital technology. The magazine shows those changes and highlights how character marketing can be used to establish a worldwide brand. A big part of Hello Kitty’s global popularity was its friendliness and happiness-focused theme, which Sanrio promoted through a strategy that went beyond conventional product sales. The magazine’s vibrant color themes, playful typography, and well-thought-out layout all speak directly to Sanrio’s intended audience. These graphical elements show Sanrio’s mastery in making engaging content and products that capture Hello Kitty’s character.

This magazine collection is a good example of successful “emotional” branding. Its impact may be seen in contemporary branding tactics, which emphasize the need for emotional connection. The magazine acts as a teaching tool for comprehending how high-level branding is implemented through graphic design and how character design is integrated into company strategy. Beyond being a collection of Hello Kitty merchandise, the magazine is a historical record that illustrates the development of marketing tactics and graphic design at the start of the new century. It shows how closely consumer behavior and cultural trends connect with graphic design. 



Chew, Lauryn. "The Case of Hello Kitty: How Cute Culture Cultivates Change." The Howler. December 5, 2023. Accessed May 19, 2024  https://thehowleronline.org 

Matsangou, Elizabeth. "Hello Kitty is Taking Over the World, One Product at a Time." The New Economy. June 6, 2017. Accessed May 19, 2024. https://www.theneweconomy.com/business/hello-kitty-is-taking-over-the-world-one-product-at-a-time.

Yano, Christine R. Pink Globalization: Hello Kitty's Trek Across the Pacific. Durham: Duke University Press, 2013.