Hello Kitty: Marketing kawaii (cute)

Cute beer? Yes, Japan's superstar licensed character, Hello Kitty, now has her own branded, low-alcohol fruit-flavoured beer. Given Hello Kitty's high kawaii (cuteness) factor, beer might not seem quite appropriate for a brand that has children as its primary target market. Sanrio, the company behind Hello Kitty, insists that young women in China and Taiwan are the actual target for this product, because they have literally grown up with the brand. The kitty character was launched 40 years ago, and her appeal crosses national and generational boundaries.

Hello Kitty's pop-culture cachet has made it a perfect partner for Western celebrities and brands eager for recognition and acceptance in Asia. Lady Gaga did a photo shoot in November to promote a Hello Kitty doll in her likeness. Other performers (including Katy Perry and Avril Lavigne) have also been photographed with Hello Kitty for promotional purposes. Avril even released a song called 'Hello Kitty' on her latest CD.

Sanrio earns more than 4 billion pounds each year from sales of Hello Kitty merchandise. It's no surprise that Hello Kitty is extremely social: Her Facebook page has nearly 14 million likes. Kawaii!