Kitty the Bitch: Why Sanrio’s “Promiscuous” Strategy Actually Works
Kitty Is a Bitch—But There’s a Strategy
Hello Kitty is one of the most recognizable characters to come out of Japan. Her fame—and her countless collaborations—need no introduction.
She appears in so many industries, cultures, and countries, it feels like there’s nowhere she hasn’t been. As a result, both in Japan and abroad, people have started calling her a “bitch.”
Various collaborations with Hello Kitty
On social media, you’ll find posts saying things like “she’s sleeping with another brand again” or “same old tricks.” The joke has become a kind of meme.
But stopping there would be too simple. Kitty doesn’t partner with everyone just for fun or profit. There’s a strategy behind it—a detailed and deliberate one built over decades by Sanrio.
In this article, I want to look at why Kitty, even when called a “bitch,” is still loved around the world. And behind her, how Sanrio’s longtime leader—known to fans as the “Strawberry King”—crafted a brand philosophy that quietly shapes the way we see characters, products, and even ourselves.
What Is Sanrio?
Sanrio is a company that built a global character empire, not just through cute designs, but by creating emotional bonds between people and characters.
Since 1975, it has published a monthly fan magazine called the Ichigo Shimbun (Strawberry News), which includes product updates, fan letters, and commentary from the “Strawberry King,” a mysterious monarch who has led the Sanrio world for decades. The Strawberry King delivered monthly messages to fans—words penned by Sanrio’s founder, Shintaro Tsuji himself.
Though Tsuji stepped down as CEO in 2020 and passed the role to his grandson, Tomokuni Tsuji, the Strawberry King still makes appearances—offering guidance and fan service with a smile.
Sanrio’s shareholder’s meetings are also legendary. In contrast to the tension that can often plague corporate gatherings, Sanrio’s meetings are known for being light-hearted and open. Even small investors are invited to ask questions, and prizes are awarded through raffles and other methods. Some describe the meetings as both fan conventions and company news conferences.
At the 2024 general shareholders’ meeting, a fifth-grader asked the following question:
Questioner: I came here because I wanted to meet the president. I’m in fifth grade. My dream for the future is to join Sanrio. I read in a book that there used to be tours of Sanrio’s headquarters. It doesn’t seem to be happening now, so I hope it will be revived, even if it’s just once a year.
CEO: I look forward to interviewing you for a job in about 10 years. I can’t promise anything, but I’ll consider it. Our office is on the 14th and 15th floors of Gate City Osaki, so the tour might only take about 30 minutes. If we can make it into an event, we might be able to make it happen.
The atmosphere at the venue must have been warm. Moments like this reflect not only the brand, but also the culture of mutual affection between the company and its fans.
A Cat Who Sleeps with Everyone—and That’s the Point
Kitty’s reputation for “sleeping around” isn’t random. In a video on Sanrio’s official YouTube channel, Kitty herself (or at least her voice) explains that she simply chooses to do what she wants.
※The video was deleted on Sanrio’s 50th anniversary.
At a past shareholder’s meeting, Shintaro Tsuji declared, “If we collaborate with Hello Kitty, our products will sell. Please bring us your proposals.” The message was clear. Hello Kitty has proven its power to amplify brands, and Sanrio knows it.
Sanrio’s collaboration strategy is based on mutual benefit. By partnering with a wide variety of companies, Kitty can expand its reach beyond the character and licensing industries and gain a fanbase in new industries. Partner companies instantly increase awareness and gain nostalgic appeal. It’s a strategy aimed at cultural penetration rather than brand integrity.
The Weirdest Kitty Collabs You Probably Missed
Everyone knows about Hello Kitty x McDonald’s or Hello Kitty x Gucci. But Kitty has also turned up in much stranger places:
- A Buddhist temple selling Kitty prayer tablets
- A horror movie collaboration with blood-splattered merch
- Branded fire trucks and emergency kits
- Co-branded merchandise with heavy metal bands
- Official collaborations with Japanese police, postal services, and even the military
She doesn’t just “go mainstream”—she goes everywhere. And somehow, it works.
Totally Unscientific—but Weirdly Accurate—Sanrio Fan Stereotypes
Some say Hello Kitty is a sellout. Others say she’s a bitch.
But in Japan, there’s a deeper layer to the joke:
Which Sanrio character you like supposedly says a lot about what kind of person you are.
Of course, it’s all based on vibes and unspoken prejudice.
But somehow… it all makes sense.
Here’s the unapologetically biased field guide:
Hello Kitty
Taylor Swift meets Martha Stewart
A pristine brand machine. Polished, friendly, and literally everywhere.
Will collab with anyone, but never loses control of the narrative.
Loves peace, profits, and power.
Cinnamoroll
Anne Hathaway in her Princess Diaries era
Too sweet. Too sparkly. Too loved by boys.
Girls say “she’s nice,” but don’t actually hang out with her.
Claims she doesn’t like drama, but somehow always causes it.
My Melody
Georgina Sparks from Gossip Girl, in a pink hood
Looks sweet. Smells like strawberries.
Destroys lives emotionally. Then plays dumb.
Texts your ex “just to check in.”
Gudetama
A burnt-out Wall Street guy in a hoodie—or maybe… you?
Done with life but still clocking in.
Wants to lie down forever, but also fears being forgotten.
Probably has 67 unread Slack messages.
Kuromi
Billie Eilish with fake lashes and trauma
The tough girl with a surprisingly soft heart.
Won’t text you back, but will like your story at 3 a.m.
Low-key wants to be held, but will punch you if you try.
These impressions are, of course, stereotypes. But the fact that they’re so easily recognized—and so widely agreed upon—says something about how deeply embedded these characters are in everyday life. They’re not just merch. They’re shorthand for identity.
※Again, This article contains stereotypes intended as humorous observations, not definitive judgments.
Not Pure. Just Undefinable.
Yes, Hello Kitty collaborates with everyone.
And yes, it’s easy to mock her as a sellout—or worse.
But maybe that’s missing the point.
Kitty’s “promiscuity” is a feature, not a flaw.
It allows her to appear everywhere, with anyone, without judgment.
In a world where brands are carefully curated and image is everything, Hello Kitty’s openness is oddly refreshing.
She doesn’t try to control how she’s used.
She simply shows up—quietly, without a mouth, without a catchphrase—and lets people project whatever they need onto her.
That’s not laziness. It’s a kind of genius.
Kitty isn’t just a character. She’s an interface. A mirror.
And maybe that’s why, even after all this time, she’s still here.
Not because she’s pure.
But because she’s impossible to pin down.
Editor and writer from Japan. Not the best at English, but I share real stories with heart and honesty — aiming to connect cultures and ideas that matter.
