Hello Kitty 将迎来 40 岁生日As the feline turns 40 she's more powerful than ever. But how did she become a brand worth $7bn?Hello Kitty 诞生 40 周年之际，越发风靡世界。它如何成为价值 70 亿美元的品牌？ After Japan, Singapore was the first to suffer an outbreak. The infection? Hello Kitty mania（狂热）. In 2000, a shortage of toys displaying the beloved cat at one of the city's McDonald's restaurants led to the unleashing of darker, violent instincts when a riot ensued. Seven people were injured and three taken to hospital for treatment. That was just the beginning. Now, what is left of our species, children and adults alike, have succumbed, making 'Kitty chan', as she is better known in Japan, one of the most recognisable graphics on Earth. Hello Kitty turns 40 this autumn, and we can now see that she was the Trojan Horse that led to the global domination of Japanese 'cute culture'. From Marrakech to Honolulu, the ubiquitous（普遍存在的） red-ribboned cat now stands top-tier in any toy display. Googling Mickey Mouse reaps about 23 million results. Search Hello Kitty, however, and you'll find the kitten, which is basically just a narrative-free, trademarked drawing, garners 10 million more. Kitty-shaped guitars and even Hello Kitty tombstones abound. The famous feline（猫科动物）, originally drawn by designer Yuko Shimizu to appeal to kindergarten children, has been adopted as a style icon by the likes of Lady Gaga. Remarkably, such world-domination has been achieved with little advertising; relying instead on word-of-mouth. Now Hello Kitty appears on over 50,000 products that are sold in more than 70 countries, and is a brand worth $7bn. The company that holds the copyright, Sanrio, makes around $759m in annual revenue off the cat alone. So, why have we all become such pushovers for the feline? "Kitty's appeal is that she's an emotional blank slate. As one of her designers told me: 'Kitty feels like you do,'" explains Roland Nozomu Kelts, the author of Japanamerica: How Japanese Pop Culture Has Invaded the US. "We project upon that mouth-less, expressionless kitten, making her the perfectly interactive toy or doll or marketing tool in an age where interactivity is not only desired, it's expected."
