{"id":3012,"date":"2025-04-30T16:32:53","date_gmt":"2025-04-30T08:32:53","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=3012"},"modified":"2025-04-30T18:16:51","modified_gmt":"2025-04-30T10:16:51","slug":"hello-kitty-in-china","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/","title":{"rendered":"When nostalgia meets rebellion: The new face of Hello Kitty in China"},"content":{"rendered":"\n<p>In April 2025,\u00a0<a href=\"https:\/\/www.thebeastshop.com\/\">Beast<\/a>\u00a0\u91ce\u517d\u6d3e, a leading Chinese lifestyle brand known for its premium floral products and artistic collaborations, launched a high-impact Hello Kitty pop-up campaign on Shanghai\u2019s West Bund. Tapping into the strong cultural resonance of Hello Kitty in China, the activation aligned with the ongoing<a href=\"https:\/\/english.www.gov.cn\/news\/202504\/19\/content_WS6802dcb5c6d0868f4e8f1e27.html\">\u00a0Shanghai Flower Show<\/a>. It quickly gained traction on social media, generating nearly a million views on\u00a0<a href=\"https:\/\/daxueconsulting.com\/xiaohongshu-china\/\">Xiaohongshu<\/a>\u00a0under the hashtag #\u91ce\u517d\u6d3eHelloKitty. The event received such positive response that the original three-day schedule (April 18\u201320 2025) was extended by an additional week.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Download our guide to Chinese gifting habits<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/Chinese_gifting_habits_sample_page_01.jpeg\" alt=\"\" class=\"wp-image-59122\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/Chinese_gifting_habits_sample_page_01.jpeg 960w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/Chinese_gifting_habits_sample_page_01-300x169.jpeg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/Chinese_gifting_habits_sample_page_01-800x450.jpeg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/Chinese_gifting_habits_sample_page_01-768x432.jpeg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\r\n<script>\r\n  hbspt.forms.create({\r\n    region: \"na1\",\r\n    portalId: \"21091266\",\r\n    formId: \"781f456d-28d0-4a9d-b20a-4c5f5134285d\"\r\n  });\r\n<\/script>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p>In China, the Japanese character Hello Kitty has been enormously popular. It has appeared on every conceivable product, ranging from pencil cases and chainsaws to passenger jets.\u00a0However, this evergreen popularity is only achievable through continuous collaboration and revitalization. The Beast and Hello Kitty campaign explores how the IP is leveraged for\u00a0<a href=\"https:\/\/daxueconsulting.com\/gen-z-consumers-china\/\">Chinese Gen Z<\/a>.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"800\" height=\"461\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-valentines-collaboration.jpg\" alt=\"Hello Kitty in China\" class=\"wp-image-63075 lazyload\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/461;width:520px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-valentines-collaboration.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-valentines-collaboration-300x173.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-valentines-collaboration-768x443.jpg 768w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Source: Beast official marketing material on the Valentine\u2019s collaboration with Hello Kitty in China<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">How oversized IP is making its way into Chinese cities and social media feeds<\/h2>\n\n\n\n<p>The iconic IP itself was a major driver of the campaign\u2019s appeal. In this activation, Hello Kitty was a landmark. A towering, photogenic pink Hello Kitty statue made of flowers turned the area into a social media playground. It was designed to go viral across different platforms including Xiaohongshu and Douyin.<\/p>\n\n\n\n<p>What made this campaign particularly effective was its embrace of oversized marketing, the use of large-scale, and visually disruptive installations to create instant impact and social buzz. Brands like\u00a0<a href=\"https:\/\/daxueconsulting.com\/gentle-monster-in-china\/\">Gentle Monster\u00a0<\/a>have mastered this approach in China, using surreal and oversized sculptures at their Chengdu and Shanghai stores to drive foot traffic and dominate social media feeds. Similarly, in early 2025, the Hajime Sorayama exhibition in Shanghai went viral, thanks to its massive metallic sculptures. Beast applied the same principle to display the IP and set the campaign apart from traditional IP collaboration\u2019s offline events, which largely contributed to the high proportion of UGC.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1682\" height=\"1054\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-photo.png\" alt=\"Hello Kitty in China\" class=\"wp-image-63076 lazyload\" style=\"--smush-placeholder-width: 1682px; --smush-placeholder-aspect-ratio: 1682\/1054;width:550px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-photo.png 1682w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-photo-300x188.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-photo-800x501.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-photo-768x481.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-photo-1536x963.png 1536w\" data-sizes=\"(max-width: 1682px) 100vw, 1682px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Source: Beast official marketing material on the flower market collaboration with Hello Kitty<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Why the pet-friendly campaign was a win-win&nbsp;<\/h2>\n\n\n\n<p>The campaign was staged at&nbsp;<a href=\"https:\/\/www.shine.cn\/news\/metro\/2409028426\/\">Gate M West Bund Dream Center<\/a>, Shanghai\u2019s newest riverside cultural hub, transformed from a historic dockyard into a vibrant lifestyle destination.&nbsp;Crucially, the location is known for its pet-friendly amenities, such as water bowls and resting areas, making it a natural fit for brands looking to tap into Shanghai\u2019s growing community of pet-loving and lifestyle-conscious consumers.<\/p>\n\n\n\n<p>Beast smartly leveraged this environment, crafting a visually striking and culturally resonant experience. By offering pet-friendly photo opportunities featuring Hello Kitty, the campaign encouraged pet owners to share images of their furry companions on social media, significantly amplifying the event\u2019s reach and driving even greater engagement.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"2406\" height=\"1054\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock.png\" alt=\"Hello Kitty in China\" class=\"wp-image-63079 lazyload\" style=\"--smush-placeholder-width: 2406px; --smush-placeholder-aspect-ratio: 2406\/1054;width:606px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock.png 2406w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock-300x131.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock-800x350.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock-768x336.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock-1536x673.png 1536w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-dock-2048x897.png 2048w\" data-sizes=\"(max-width: 2406px) 100vw, 2406px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Source: Beast official marketing material and UGC on Xiaohongshu<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">From legacy to virality: How AI made Hello Kitty a Chinese Gen Z icon<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Hello Kitty as a symbol of cuteness<\/h3>\n\n\n\n<p>Hello Kitty is a fictional character produced by the Japanese company Sanrio and first designed by Yuko Shimizu. Although she\u2019s portrayed as a cat, in 2014, Sanrio declared that Hello Kitty was not a cat, but a little girl. The character\u2019s first appearance on a product was on a vinyl coin purse, introduced in Japan in 1974. The character is a staple of the \u2018Kawaii\u2019 aspect of Japanese popular culture, similar to China\u2019s\u00a0<a href=\"https:\/\/daxueconsulting.com\/meng-economy\/\">\u2018Meng\u2019 culture.<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hello Kitty 2.0 and how this shift reflects the latest trends in China<\/h3>\n\n\n\n<p>While Hello Kitty has long represented innocence, softness and\u00a0<a href=\"https:\/\/daxueconsulting.com\/china-campaign-ant-forest-chinese-new-year\/\">nostalgia<\/a>, her\u00a0<a href=\"https:\/\/www.scmp.com\/lifestyle\/entertainment\/article\/3266311\/hello-kitty-50-how-sanrios-cute-cat-character-became-global-phenomenon\">50th anniversary<\/a>\u00a0sparked a creative revival. Starting in 2024, a new wave of brand collaborations, exhibitions, user-generated content and AI remixes reintroduced her to a new generation. Hello Kitty was no longer just a symbol of cuteness. It became a flexible cultural canvas, tapping into new aesthetics and even irony for today\u2019s consumers.<\/p>\n\n\n\n<p>Gen Z creators took her image into new territory: AI-generated mashups of Hello Kitty with local brands and unexpected aesthetics; lifestyle content that pairs her with streetwear, office satire, and even anti-capitalist humor, turning her into a symbol of playful rebellion.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1631\" height=\"783\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-AI-generated-campaign.png\" alt=\"Hello Kitty in China\" class=\"wp-image-63077 lazyload\" style=\"--smush-placeholder-width: 1631px; --smush-placeholder-aspect-ratio: 1631\/783;width:580px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-AI-generated-campaign.png 1631w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-AI-generated-campaign-300x144.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-AI-generated-campaign-800x384.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-AI-generated-campaign-768x369.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-AI-generated-campaign-1536x737.png 1536w\" data-sizes=\"(max-width: 1631px) 100vw, 1631px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Source: Xiaohongshu users\u2019 AI recreation of Hello Kitty<\/em><\/figcaption><\/figure>\n\n\n\n<p>This shift of Hello Kitty in China closely aligns with cultural trends. Digitally fluent, visually sophisticated, and deeply expressive, this generation approaches brands and icons as tools for self-expression and personal storytelling. Hello Kitty\u2019s resurgence taps directly into several key trends shaping this audience\u2019s engagement:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Y2K Aesthetics:<\/strong>&nbsp;With early-2000s fashion and design firmly back, Hello Kitty\u2019s pastel palette and retro charm make her a natural fit. She embodies both nostalgia and novelty.<\/li>\n\n\n\n<li><strong>Ironic detachment<\/strong>: Hello Kitty\u2019s lack of a mouth has become a symbol of silent resistance. Among Gen Z, she\u2019s often used as a meme or visual punchline to express burnout, disillusionment, or quiet rebellion. This is especially true for content tied to \u201c\u73ed\u5473\u201d (office smell) and \u201c\u5185\u5377\u201d (downward spiral of overwork), the viral anti-office-aesthetic that critiques hustle culture (known as \u201c996\u201d culture) with humor and sarcasm.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1631\" height=\"788\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-Gen-z-reinterpretation.png\" alt=\"Hello Kitty in China\" class=\"wp-image-63078 lazyload\" style=\"--smush-placeholder-width: 1631px; --smush-placeholder-aspect-ratio: 1631\/788;width:536px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-Gen-z-reinterpretation.png 1631w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-Gen-z-reinterpretation-300x145.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-Gen-z-reinterpretation-800x387.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-Gen-z-reinterpretation-768x371.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-hello-kitty-Gen-z-reinterpretation-1536x742.png 1536w\" data-sizes=\"(max-width: 1631px) 100vw, 1631px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Source: Xiaohongshu users\u2019 AI recreation of Hello Kitty<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What brands can learn from Hello Kitty in China<\/h2>\n\n\n\n<p>The Hello Kitty and Beast collaboration offers valuable lessons for brands navigating today\u2019s cultural landscape:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Heritage IPs can remain culturally relevant if they\u2019re willing to evolve.<\/strong>&nbsp;Nostalgia alone isn\u2019t enough. Iconic IPs like Hello Kitty need to be reimagined to reflect the values, humor, and aesthetics of new generations.<\/li>\n\n\n\n<li><strong>Local integration drives emotional resonance.<\/strong>&nbsp;By embedding the campaign within the local cultural calendar and physical landscape, Beast created a sense of place and relevance that went beyond surface-level branding.<\/li>\n\n\n\n<li><strong>Gen Z craves platforms for playful self-expression.<\/strong>\u00a0When given the right canvas, they won\u2019t just consume a brand, but remix it, recreate it, and amplify it in ways that feel personal and participatory.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"2232\" height=\"781\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles.png\" alt=\"\" class=\"wp-image-63031 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles.png 2232w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-300x105.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-800x280.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-768x269.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-1536x537.png 1536w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-2048x717.png 2048w\" data-sizes=\"(max-width: 2232px) 100vw, 2232px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 2232px; --smush-placeholder-aspect-ratio: 2232\/781;\" \/><\/figure>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In April 2025,\u00a0Beast\u00a0\u91ce\u517d\u6d3e, a leading Chinese lifestyle brand known for its premium floral products and artistic collaborations, launched a high-impact Hello Kitty pop-up campaign on Shanghai\u2019s West Bund. Tapping into the strong cultural resonance of Hello Kitty in China, the activation aligned with the ongoing\u00a0Shanghai Flower Show. It quickly gained traction on social media, generating [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":63080,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","footnotes":""},"categories":[76,21,348,65,75,67,26,1042],"tags":[556,7766,16657,630,17028],"daxue_industry":[],"class_list":["post-3012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-in-china","category-china-economy","category-china-markets","category-china-reports","category-china-society-china-reports","category-food-and-beverage-in-china","category-international-companies-in-china","category-strategy-in-china","tag-china-market","tag-co-branding-in-china","tag-gen-z","tag-hello-kitty","tag-ip-collaboration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When nostalgia meets rebellion: The new face of Hello Kitty in China<\/title>\n<meta name=\"description\" content=\"Hello Kitty is a popular co-branding partner in China, and its image is reshaped by the young generations from cute to cool.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When nostalgia meets rebellion: The new face of Hello Kitty in China\" \/>\n<meta property=\"og:description\" content=\"Hello Kitty is a popular co-branding partner in China, and its image is reshaped by the young generations from cute to cool.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\" \/>\n<meta property=\"og:site_name\" content=\"Daxue Consulting - Market Research and Consulting China\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/matthieu.davidexperton\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-30T08:32:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-30T10:16:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png\" \/>\n\t<meta property=\"og:image:width\" content=\"931\" \/>\n\t<meta property=\"og:image:height\" content=\"496\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Matthieu David\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@DaxueConsulting\" \/>\n<meta name=\"twitter:site\" content=\"@DaxueConsulting\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthieu David\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\"},\"author\":{\"name\":\"Matthieu David\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/person\/ec8c4807ed3a49325c73209233a5de1a\"},\"headline\":\"When nostalgia meets rebellion: The new face of Hello Kitty in China\",\"datePublished\":\"2025-04-30T08:32:53+00:00\",\"dateModified\":\"2025-04-30T10:16:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\"},\"wordCount\":986,\"publisher\":{\"@id\":\"https:\/\/daxueconsulting.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png\",\"keywords\":[\"China market\",\"co-branding in China\",\"Gen-Z\",\"Hello Kitty\",\"IP collaboration\"],\"articleSection\":[\"Brands in China\",\"China economy\",\"China markets\",\"China reports\",\"China society\",\"Food and Beverage in China\",\"International companies in China\",\"Strategy in China\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\",\"url\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\",\"name\":\"When nostalgia meets rebellion: The new face of Hello Kitty in China\",\"isPartOf\":{\"@id\":\"https:\/\/daxueconsulting.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png\",\"datePublished\":\"2025-04-30T08:32:53+00:00\",\"dateModified\":\"2025-04-30T10:16:51+00:00\",\"description\":\"Hello Kitty is a popular co-branding partner in China, and its image is reshaped by the young generations from cute to cool.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage\",\"url\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png\",\"contentUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png\",\"width\":931,\"height\":496,\"caption\":\"Hello Kitty in China\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/daxueconsulting.com\/#website\",\"url\":\"https:\/\/daxueconsulting.com\/\",\"name\":\"Daxue Consulting - Market Research and Consulting China\",\"description\":\"Daxue Consulting, your partner for strategic China research\",\"publisher\":{\"@id\":\"https:\/\/daxueconsulting.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/daxueconsulting.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/daxueconsulting.com\/#organization\",\"name\":\"Daxue Consulting\",\"url\":\"https:\/\/daxueconsulting.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg\",\"contentUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg\",\"width\":441,\"height\":98,\"caption\":\"Daxue Consulting\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/DaxueConsulting\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/person\/ec8c4807ed3a49325c73209233a5de1a\",\"name\":\"Matthieu David\",\"description\":\"Matthieu was educated at ESSEC Business School, where he first encountered the ideas behind Daxue\u2019s innovative model, and it was at the prestigious Peking University that he found a way to apply them to China. With long experience in finance and consulting, he\u2019s provided services in China to over 100 clients, and has been widely quoted in media outlets including Financial Times, the Wall Street Journal, Reuters, Yahoo Finance, Forbes, Technode, TechinAsia, Israeli press and Peking University Press, as well as on BFM Radio.\",\"sameAs\":[\"https:\/\/www.daxueconsulting.com\",\"https:\/\/www.facebook.com\/matthieu.davidexperton\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"When nostalgia meets rebellion: The new face of Hello Kitty in China","description":"Hello Kitty is a popular co-branding partner in China, and its image is reshaped by the young generations from cute to cool.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/","og_locale":"en_US","og_type":"article","og_title":"When nostalgia meets rebellion: The new face of Hello Kitty in China","og_description":"Hello Kitty is a popular co-branding partner in China, and its image is reshaped by the young generations from cute to cool.","og_url":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/","og_site_name":"Daxue Consulting - Market Research and Consulting China","article_author":"https:\/\/www.facebook.com\/matthieu.davidexperton","article_published_time":"2025-04-30T08:32:53+00:00","article_modified_time":"2025-04-30T10:16:51+00:00","og_image":[{"width":931,"height":496,"url":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png","type":"image\/png"}],"author":"Matthieu David","twitter_card":"summary_large_image","twitter_creator":"@DaxueConsulting","twitter_site":"@DaxueConsulting","twitter_misc":{"Written by":"Matthieu David","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#article","isPartOf":{"@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/"},"author":{"name":"Matthieu David","@id":"https:\/\/daxueconsulting.com\/#\/schema\/person\/ec8c4807ed3a49325c73209233a5de1a"},"headline":"When nostalgia meets rebellion: The new face of Hello Kitty in China","datePublished":"2025-04-30T08:32:53+00:00","dateModified":"2025-04-30T10:16:51+00:00","mainEntityOfPage":{"@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/"},"wordCount":986,"publisher":{"@id":"https:\/\/daxueconsulting.com\/#organization"},"image":{"@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage"},"thumbnailUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png","keywords":["China market","co-branding in China","Gen-Z","Hello Kitty","IP collaboration"],"articleSection":["Brands in China","China economy","China markets","China reports","China society","Food and Beverage in China","International companies in China","Strategy in China"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/","url":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/","name":"When nostalgia meets rebellion: The new face of Hello Kitty in China","isPartOf":{"@id":"https:\/\/daxueconsulting.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage"},"image":{"@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage"},"thumbnailUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png","datePublished":"2025-04-30T08:32:53+00:00","dateModified":"2025-04-30T10:16:51+00:00","description":"Hello Kitty is a popular co-branding partner in China, and its image is reshaped by the young generations from cute to cool.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/daxueconsulting.com\/hello-kitty-in-china\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daxueconsulting.com\/hello-kitty-in-china\/#primaryimage","url":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png","contentUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/02\/daxue-consulting-hello-kitty-in-china-cover-e1746002454401.png","width":931,"height":496,"caption":"Hello Kitty in China"},{"@type":"WebSite","@id":"https:\/\/daxueconsulting.com\/#website","url":"https:\/\/daxueconsulting.com\/","name":"Daxue Consulting - Market Research and Consulting China","description":"Daxue Consulting, your partner for strategic China research","publisher":{"@id":"https:\/\/daxueconsulting.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/daxueconsulting.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/daxueconsulting.com\/#organization","name":"Daxue Consulting","url":"https:\/\/daxueconsulting.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/","url":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg","contentUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg","width":441,"height":98,"caption":"Daxue Consulting"},"image":{"@id":"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/DaxueConsulting"]},{"@type":"Person","@id":"https:\/\/daxueconsulting.com\/#\/schema\/person\/ec8c4807ed3a49325c73209233a5de1a","name":"Matthieu David","description":"Matthieu was educated at ESSEC Business School, where he first encountered the ideas behind Daxue\u2019s innovative model, and it was at the prestigious Peking University that he found a way to apply them to China. With long experience in finance and consulting, he\u2019s provided services in China to over 100 clients, and has been widely quoted in media outlets including Financial Times, the Wall Street Journal, Reuters, Yahoo Finance, Forbes, Technode, TechinAsia, Israeli press and Peking University Press, as well as on BFM Radio.","sameAs":["https:\/\/www.daxueconsulting.com","https:\/\/www.facebook.com\/matthieu.davidexperton"]}]}},"_links":{"self":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/posts\/3012","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/comments?post=3012"}],"version-history":[{"count":0,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/posts\/3012\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/media\/63080"}],"wp:attachment":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/media?parent=3012"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/categories?post=3012"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/tags?post=3012"},{"taxonomy":"daxue_industry","embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/daxue_industry?post=3012"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}