This document discusses how pink culture and Sanrio's Hello Kitty character have affected Japan's economy. It outlines the history of Japan's "kawaii" or cute culture trend starting in the 1960s. The document then focuses on how Sanrio capitalized on this trend by creating the iconic Hello Kitty character in 1974. Finally, it discusses how Sanrio has licensed and marketed Hello Kitty globally, integrating the pink and cute aesthetic into many industries and products to boost sales and Japan's "Gross National Cool."

1. MARKETING
Y U E S U N
H O W P I N K C U LT U R E I N J A PA N A F F E C T
N AT I O N A L E C O N O M Y ?

2. PRESENTATION LAYOUT
• Introduction
– Pink Culture & History
– Pink Globalization
• Sanrio Company
– Icon: Hello Kitty
H O W P I N K C U L T U R E I N J A P A N A F F E C T
N A T I O N A L E C O N O M Y ?

3. INTRODUCTION
• Starts in late 1960s
• Representation Kawaii - Cute Culture for Japan
• Huge influence to the whole Japan
• Every basic necessaries
• Japan’s “Gross National Cool”
• Small and Adorable things
Pink Culture & History

4. PINK GLOBALIZATION
• Pink: Symbolization for girl
• Western Country: Barbie
• Asian Country: Pink & Cute
Stuff Animals
• Japanese School-girl look
– Typical Cute-Cool Wearing
• Influence: Economic growth

5. SANRIO
• Founded by Shintaro Tsuji in 1960
• Catch the Japanese Girls’ (customer) preference – pink & cute
• Lunched a line character merchandise around gift giving occasions

6. ICON - HELLO KITTY
• Icon for Sanrio Company
• Cute-Cool Culture Symbolization
• Most recognizable Character
• Added in 1974 to Sanrio
• White and mouthless cat
• Showed up in U.S. on Macy’s Eigthy
First Annual Thanksgiving
• 90s of the last century

7. COMPANY PROFILE
• Established: August 10, 1960
• Net Sales: 60 billion yen (542,997,000 USD)
• Business activities:
– Planning and sale of social communication gifts
– Planning and sale of greeting cards
– Planning and sale of books
– Operation of restaurants
– Production, promotion and distribution of movies
– Production and sale of videos and DVDs
– Planning and presentation of musicals, live performances
– Copyright licensing
– Planning and operation of theme parks

8. BUSINESS MISSION STATEMENT
• "Small Gift, Big Smile”
It's more than just a catchy phrase; it's the foundation of everything we do, and
we’re proud to say we've been creating smiles for over 40 years. At Sanrio we believe
that a gift is more than just a gift. Rather, a gift is a means of expressing our heartfelt
feelings for others. This philosophy guides all Sanrio activities, whether we're
designing a stationery set, a theme park, a retail store or an animated television
series. From Sanrio boutiques showcasing the ultimate Sanrio collection to smaller
assortments in other shopping environments, we invite all our friends and guests to
experience the magic of these four simple words.

9. MARKETING IDEAS & PLAN
• Catch the Japanese Girls’ (customer) preference – pink & cute
• More and more girls & people loves Hello Kitty
• Pink & Hello Kitty became the icon of Hawaii (cute) in Japan
• Use the character Hello Kitty to attract people in almost every business to growth
• Create & push Hello Kitty to be icon for Japanese culture

10. FLIGHT

11. BENTO BOX ON FLIGHT

12. TRIAN & TICKET MACHINE

13. COSMETICS

14. CLOTHES & SHOES

15. CONCLUSION
• Sanrio company use the idea and trend of Japanese Kawaii (cute) culture
• Catch the preference for Japanese girls & girls from all over the world
• Bring this preference such as Hello Kitty & other cute characters into other business to
make profit
• Even bring this pink culture to the western country such us U.S. to raise profit
• Make the company very successful!

16. THANKS FOR
LISTENING!

17. REFERENCE
• https://www.sanrio.co.jp