‘Hello Kitty’ Designer Yuko Yamaguchi Steps Down After 40 Years

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Tokyo: The longtime designer behind Hello Kitty, one of Japan’s most recognisable cultural exports, is stepping down after more than four decades shaping the character’s global image.

Yuko Yamaguchi, who has overseen Hello Kitty’s design since 1980, is handing creative responsibility to a new generation, according to an announcement by Sanrio.

Yamaguchi played a central role in transforming Hello Kitty, officially described not as a cat but as a little girl from London named Kitty White, into a global symbol of Japan’s ‘kawaii’ (cute) soft power. Under her direction, the character expanded from a simple illustration on a vinyl coin purse into a multi-billion-dollar brand appearing on tens of thousands of products worldwide.

Sanrio said the new designer, known by the pseudonym Aya, is expected to formally take over by the end of 2026. The company praised Yamaguchi for listening to fans and collaborating with artists in Japan and abroad to grow the character’s global appeal.

Hello Kitty continues to expand internationally, with a Warner Bros. movie in development and a new theme park set to open next year on China’s Hainan island.

Unlike other Japanese franchises such as Pokémon or Dragon Ball, Hello Kitty has minimal narrative lore. The character has a twin sister, Mimmy, a boyfriend named Dear Daniel, and dreams of becoming a pianist or poet – details that have helped shape her enduring charm across generations.