2024: A Year Long Party For Sanrio!
As Hello Kitty’s 50th anniversary celebrations approach their grand finale, the company is busier than ever, with the upcoming events leading to the character’s birthday on November 1st, to make 2024 a truly unforgettable year.
Over the past few months, Sanrio has launched a series of collaborations and immersive initiatives across Europe, inviting fans of all ages to join in the festivities.
The Cute exhibition which took place at Somerset House in London from January to April 2024, was the first major activation for the company and has become the Gallery’s most successful exhibition to date, with more than 122,000 visitors. The exhibition featured a dedicated plushie space, immersive disco and display of Hello Kitty products throughout the decades, including rare and unique items. Completing the experience, the Cute Coffee Shop by Artbox café became a huge point of interest with queues reaching up to 3 hours at its busiest point.
Last spring, Espoo, Finland, became a focal point of Hello Kitty’s 50th-anniversary when the Museo Leikki, a museum of play, inaugurated a special pop-up exhibition titled “Ystävänä Hello Kitty” (Your Friend, Hello Kitty). This exhibition offered a nostalgic journey through Hello Kitty’s 50-year history, featuring nearly 300 items collected from Finnish enthusiasts. The exhibition provided a unique opportunity for visitors to explore the cultural significance of Hello Kitty, a character that has transcended generations. The pop up corner will be open until October 2024 and during this time customers will also be able to join a break in the Hello Kitty themed café.
As summer roled in, the celebration continued in Paris, where Galeries Lafayette dedicated a special corner to Hello Kitty in their Boulevard Haussmann flagship store. This exclusive 5 – week pop up space delighted fans with the character integrated within iconic Parisian spots such as the metro station, a Morris column and a newspaper kiosk. On top of purchasing Hello Kitty products from prestigious brands such as Flotte, Le Bijou Parisien, Marie Martens and Balzac Paris, to make this experience even more special, Hello Kitty herself made an appearance with customers and fans gathering around her for a once in a lifetime photo opportunity.
Not to be outdone, Milan embraced Hello Kitty with open arms as she took center stage at Rinascente’s flagship store in Galleria Vittorio Emanuele II. For 2 weeks, eight of the store windows were transformed into a tribute to Hello Kitty, showcasing her iconic bow, her love for apples, her Japanese roots and the kawaii aesthetic. The elaborate window displays drew crowds of tourists and fans who eagerly queued to take photos before exploring the store interior, where they were treated to a special corner featuring unique customizable products and a branded café with a dedicated Hello Kitty-themed menu.
The celebration then moved to Cologne, Germany, in late August, where Sanrio partnered with the SuperCandy Pop-Up Museum to create a one-of-a-kind experience. Until February 2025, visitors to the museum will be greeted with vibrant and immersive Hello Kitty-themed photo sets designed specifically for taking photos and selfies. These initiatives reflect Sanrio’s ongoing commitment to experimenting with new and engaging ways for consumers to experience its brands. The company continues to create safe, iconic, and inclusive spaces where fans can connect with one another and immerse themselves in the world of Hello Kitty.
Sanrio’s plans for Hello Kitty’s 50th anniversary don’t stop there. The company is hard at work on new announcements and surprises that promise to make this milestone celebration truly unforgettable.