Hello Kitty Mixes Cute and Culture at New Tokyo Exhibit Sponsored

Hello Kitty is celebrating her 50th anniversary with fans all over the world. To mark this occasion, the Tokyo National Museum is hosting a new exhibition.

From the era of the very first coin purse released in 1975 to Hello Kitty's influence on Harajuku fashion in the 2000s, the exhibition takes fans on a trip down memory lane. Aptly titled, "As I change, so does she," the curators feature her ability to appeal to fans at any time, everywhere.

"Getting Along Together" is the corporate philosophy of Sanrio, the company behind the character. Fittingly, Hello Kitty is the symbol of fostering strong bonds with her fans, as a friend, a fashion icon, and a cultural phenomenon.

Weighing in on the significance of her history, Sanrio's Senior Managing Director Yasuyuki Otsuka told reporters on October 30: "Hello Kitty has evolved over 50 years, but she has never strayed away from her fans. Instead, she evolved with them."

Demonstrating the breadth of her universal appeal, several Japanese VIPs shared their love for the Sanrio character at an event later that day. Comedian, actress, and fashion designer Naomi Watanabe effused happily: "For me, Hello Kitty is a muse. I have always loved her, ever since I was a child."

*Naomi Watanabe celebrating Hello Kitty's 50th anniversary. (Photographer ©JAPAN Forward)*

Tokyo National Museum's Director of Curatorial Planning Masato Matsushima shared insights with JAPAN Forward on the importance of Hello Kitty from a cultural and artistic perspective.

"The best thing is to continue doing what you love and what makes you happy. Hello Kitty makes us feel that way. I believe that if people learn about that kind of culture, it can inspire them," said Matsushima with a smile.

Anshin Doyle, a Spanish influencer who loves Japanese pop culture, joined us at the press preview. Sharing her perspective, she enthusiastically said, "As a Hello Kitty fan, there is so much to enjoy!"

*A selection of early Hello Kitty items. (Photographer ©JAPAN Forward)*

Hello Kitty's Room of Memories

The exhibition is organized into areas looking back at different aspects of Hello Kitty's influence over the last 50 years.

Visitors are first guided to a part called "Hello! Memories." Depending on the fashions and trends, it becomes a variable feast of red, pink, yellow, animal prints, or flower motifs. There are lunch boxes, pens, erasers, anything and everything that a school kid would have wanted.

One thing that stands out is the color evolution. Hello Kitty's first signature color was red, and she often wore blue overalls. That evolved in the 1990s to the pink many associate with Hello Kitty. Even for seasoned fans, the exhibit offers plenty to learn about the character's changes in design, colors, and accessories.

*Anshin Doyle poses with a giant Hello Kitty ruler. (Photographer ©JAPAN Forward)*

Anshin said she expects this section to inspire nostalgia from fans, just as it did with her.

"All the items were really well-prepared. They are just as I remembered them when I was a child and a teenager, so it was really enjoyable," she gushed.

Large props and decorations cater to fans taking pictures and the overall experience becomes more interactive. Anshin said she particularly enjoyed a gigantic replica of pink slippers and a large cutout of a Hello Kitty ruler.

'Hello Kitty is Cool' Fashion

As a fashion enthusiast, Anshin recommended the first room on the museum's second floor as one not to miss. Titled "Hello! Style," the room showcases Hello Kitty's influence on clothing trends. "Seeing all the items in real life, in this setting, is a magical experience. You get to relive the evolution of Hello Kitty," explained the influencer.

A mannequin dressed as a 1990s high-schooler sports Hello Kitty hibiscus-themed items. Next to it is a schoolbag covered with Hello Kitty mascot keychains.

*Hibiscus motifs and Hello Kitty mascot keychains were all the fad in the 1990s. A mannequin and a school bag show the fashion at the time. (Photographer ©JAPAN Forward)*

Even the once-trendy "crow" style has its place. It shows off Sanrio's response to high schoolers in love with the all-black fashion fad with a minimalist, monochrome line.

By the mid-1990s and 2000s, Hello Kitty's influence abroad was growing. The exhibition calls this the "Hello Kitty is cool!" period. Picture an explosion of pink and bling that Paris Hilton or Lady Gaga might have worn. Anshin also excitedly pointed out a pink pocket camera with a Hello Kitty motif, a must-have for fans of the era.

*Hello Kitty's evolution from "childhood charm to celebrity chic." (Photographer ©JAPAN Forward)*

The Harajuku "decorative fashion" trend was another key moment in the link between Hello Kitty and kawaii culture. With fluffy skirts and pastel colors, the style is evocative of Kyary Pamyu Pamyu, highlighted Anshin.

*Hello Kitty's influence on Harajuku decorative fashion. (Photographer ©JAPAN Forward)*

'Me and Kitty'

One of the last sections of the exhibition is called "Hello! Friends." It features an impressive collection by 30 artists, exploring the theme of "Me and Kitty."

They include Shuichi Tomomi, from the popular sticker company B-Side Label.

Love for Hello Kitty is palpable in these pieces of art. As curator Matsushima pointed out, "For many of them, this was not a work assignment, it was a tribute to a beloved character. Their passion really shows in the artwork."

It's striking how much the mood of the artist changes how we see Hello Kitty. She becomes cute, comic-like, stylized, and modern. Her versatility is part of the visual appeal.

*Isayamax's artwork is inspired by early representations of Hello Kitty that showed the character holding a phone. (Photographer ©JAPAN Forward)*

The Power of Design

Part of Hello Kitty's visual appeal can be traced to the character's unique design. Matsushima points to the aesthetically pleasing asymmetrical bow. The eyes are black dots, that way, "She is always watching over you," explained the curator.

Hello Kitty's proportions make her instantly cute, so much so that "You'd be hard-pressed to find someone who thinks she has a threatening appearance."

Matsushima credits her approachability for the success of Hello Kitty's many corporate collaborations. The exhibition shows joint designs with animes like One Piece, popular toys like Licca-chan, or food brands like McDonald's. Hello Kitty has even collaborated with the Tokyo National Museum in an ukiyo-e woodblock print design. There's truly something for everyone.

*Anshin Doyle admires Hello Kitty collaboration art with the Tokyo National Museum. (©JAPAN Forward)*

"Hello Kitty could be introduced in almost any design or any company. It wouldn't be strange or unusual. I think that is her great strength," said Matsushima.

A Powerful Message

Hello Kitty's recognizable design is also associated with a uniquely appealing message. The curator emphasized her positive message of bringing happiness to people everywhere.

He traces this back to Japanese cultural values, that historically highlight cooperation and harmony. "Japan was a resource-poor country, with little inhabitable land. The only way to survive was to cooperate," posited Matsushima. "I believe Hello Kitty is a continuation of that spirit [of harmony and cooperation]."

At the same time, the curator acknowledges the character's ability to reflect cultural trends. "The older generations were working all the time, but younger people find value in enjoying life. I think Hello Kitty represents that spirit, and it's resonating with many people."

*Tokyo National Museum curator Masato Matsushima explains the cultural importance of Hello Kitty. (Photographer ©JAPAN Forward)*

He elaborated, highlighting the importance of her message in today's troubled world. "There are art and designs that were created to send a tough message to society. Hello Kitty instead is all about providing comfort, no matter who you are or what your values are. This is a common theme in Japanese culture. And I believe this capacity of being close to people is what makes Hello Kitty so popular."

As a concluding thought, Matsushima adds, "Hello Kitty is such a key part of Japanese culture. I believe it is extremely meaningful to hold an exhibition about her at the Tokyo National Museum so that her recognition can spread even further worldwide. I hope people will visit the museum whenever they get the chance."

Exhibition Information

Title: Hello Kitty Exhibition "As I change, so does she."

Date: November 1, 2024 - February 24, 2025

Venue: Hyokeikan, Tokyo National Museum

Hours: 9:30 AM– 5:00 PM

Open until 7:00 PM on Fridays and Saturdays.

*Last admission 30 minutes before closing.

Closure days: Mondays, unless it is a public holiday, in which case it will be closed on the next non-holiday weekday instead. In addition, November 5, December 17, December 26, 2024–January 1, 2025, and January 14, 2025.

Admissions: Visitors can view this exhibition without making reservations, but they might be asked to wait if it's crowded.

Adults: ¥2,000

Students from elementary to university age: ¥1,000–¥1,800

*Free admission for preschool children, persons with disabilities, and one caregiver.

Access: A 10-minute walk from JR Ueno Station (Park exit) and Uguisudani Station, and a 15-minute walk from Keisei Ueno Station, Tokyo Metro Ueno Station, and Tokyo Metro Nezu Station.

This article is published in cooperation with Sanrio Company Ltd. All Sanrio characters and character images: ©️ 2024 SANRIO CO., LTD. All images from the exhibition: ©2024 SANRIO CO., LTD. APPROVAL NO. SP650123.

Author: Arielle Busetto