Hello Kittymay have once ruled the world of kawaii culture, but her iron grip on Sanrio’s brand identity is starting to loosen. While she remains an iconic global ambassador for the company, a new wave of fans is gravitating toward characters with more edge, complexity, and modern relevance. Enter Kuromi, the rebellious foil to the soft and sweet Hello Kitty aesthetic.
Sanrio is embracing this shift with open arms.Rather than fight to keep Hello Kitty front and center, the company is leaning into the popularity of characters like Kuromi and Cinnamoroll, who better reflect today’s evolving tastes. As the media landscape becomes more diverse, so too must Sanrio’s roster of stars, and Kuromi seems tailor-made for the spotlight.
Kuromi Is No Longer the Sanrio Underdog
Kuromi’s Rising Popularity Is Reshaping Sanrio’s Star Lineup
Kuromi debuted in 2005 as a mischievous, Halloween-born rabbit in contrast to the ultra-cute My Melody. Dressed in black and sporting a skull motif, she embodies a punky aesthetic that speaks to fans who want a little bite with their sugar. Her popularity is not just rising, it is exploding.
Sanrio has rebranded Kuromi as more than a sidekick or rival; she is now a creative force. With more merchandise, anime cameos, and collaborations under her belt, Kuromi has gone from niche to mainstream. Sanrio is evenlaunching a new Netflix anime starring Kuromi and My Melody, signaling her transformation into a headline act.
While Hello Kitty remains beloved, her image is more static and traditional. Kuromi, by contrast, is dynamic as she evolves with trends and feels in sync with Gen Z aesthetics. That cultural flexibility is helping her eclipse her older counterpart in global relevance.
A Strategic Shift for Sanrio’s Future
Sanrio’s Shift Away From Hello Kitty Is a Strategic Power Move
Sanrio executives have made it clear that they’re not abandoning Hello Kitty, but they are no longer depending on her either. As the company diversifies its mascot lineup, the goal is to engage more subsets of fans, particularly younger audiences who crave characters with attitude, depth, and storytelling potential.
According to Sanrio’s Naoko Susa,Kuromi’s brand identity is being reimaginedwith a more artistically bold personality. Sanrio wants to showcase her “coolness” and “edginess” while continuing to amplify her role as a character who resonates emotionally with youth. She is not just cute, she’s expressive and complex.
Hello Kitty is not disappearing, but she’s no longer the sole torchbearer for Sanrio.
This shift reflects a broader trend and that kawaii culture isn’t monolithic anymore. Fans want mascots who represent individuality, rebellion, and nuance, which are all qualities Kuromi embodies.Hello Kittyis not disappearing, but she’s no longer the sole torchbearer for Sanrio. Instead, the spotlight is widening, and Kuromi is owning the stage.
Hello Kitty
Hello Kitty is a globally recognized character created by Yuko Shimizu in 1974 for Sanrio. Initially designed for children, its popularity expanded to teens and adults, becoming a major part of kawaii culture. Depicted as a friendly, anthropomorphic cat from London, Hello Kitty has appeared in numerous animated series, comics, films, and video games. The brand is known for extensive merchandising, with over 50,000 products worldwide.
