Charlotte Griffiths from UKTI Japan’s marketing team examines one of Japan’s most successful marketing exports.
This year a British female turns 40. I imagine a fair number of other British females will do the same, but this one has particular relevance to business in Japan. She is five apples tall, three apples in weight, wears a red bow on her left ear and has no mouth. Give this description to any Japanese child, or indeed adult, and they will immediately answer “Kitty-chan!” - that’s Hello Kitty to us Brits.
You would be forgiven, however, for being completely unaware that, though parent company Sanrio is Japanese, the Hello Kitty character is British. Her name is in fact Kitty White; she lives in London, loves apple pies and is not actually a cat. She is the anthropomorphism of a cat…But more importantly, she is a one-feline branding powerhouse whose 40 years of global fame can teach us a lot about successful marketing.
In Japan, Kitty’s face is everywhere. She can sell anything and everything.
From individually wrapped bananas at the convenience store, to a wedding planning shop and, of course, on every item imaginable in the always-packed Sanrio shops from which she originates. Within Japan, Kitty’s brand power knows no limit and in 2013 she moved up a place to be the third-highest grossing character according to marketing consulting company Character Databank.
Japan may be renowned for its kawaii (cute) culture, but it’s not just Japan where Kitty reigns supreme. You can fly to nine international destinations with Taiwanese airline Eva Air, whose aeroplanes feature Kitty and her friends blown up to gargantuan proportions on the fuselage. Visit the world’s only Hello Kitty spa in Dubai, explore a Hello Kitty castle in Shanghai, enjoy Hello Kitty high tea in the Netherlands, sleep in a Hello Kitty room in Seoul or even given birth in the Hello Kitty maternity hospital in Taiwan. Yes, really.
Sanrio’s low-risk strategy of licencing its flagship character to other companies has resulted in huge profits for the company. In Asia in particular, such collaborations with Sanrio have been a popular ploy to boost a company using the cartoon icon’s fame, neatly tapping into pop culture and consumer markets they may never have otherwise reached.
Hello Kitty’s ubiquitous presence in Japan and the rest of Asia teaches us several things. Firstly, the importance of building a recognisable brand. Of course this is applicable in all markets, but Japan is perhaps more extreme because of consumers’ strong brand loyalty. To continue on the cartoon character theme: in Japan there are whole shops dedicated to individual characters - the Moomin is particularly in vogue. And these are not simply novelty shops akin to those found at the airport. Franchise shops sell all kinds of products, from home ware to stationary to clothing and electrical goods. Of course, it’s not just about having a recognisable mascot or logo (though anything British heritage is immediately respected and desirable); you have to have a high quality product to go with. The Japanese are incredibly discerning consumers. However, build a recognisable brand around a high quality product and you will find a committed consumer base, giving your business in Japan enviable longevity.
Secondly, the importance of a story – this is all tied up with building your brand. Japan is a huge consumer society; you need to tell your business partners and consumers what makes you, your business and your product/service unique. Are you a family business with knowledge passed down from generation to generation? Are your ingredients organic? Do you know the name of each sheep you shear wool from? Make them trust and remember you.
Finally, Japan really can serve as a gateway to the extended Asian market. Japan is seen as fashion forward thanks to early-adopting consumers who have a strong interest in new products. With great importance placed on quality and innovation, if you pass muster with a Japanese consumer, it’s a good sign you’ll do well in the rest of Asia. Even Hello Kitty had to build that die-hard fan base in Japan before she could go global!
Not all products, services or businesses want to tie themselves to a cute character to boost sales in Japan, but it is fascinating to see how many companies do, and the diverse range of industries they belong to. Local governments, rail companies, banks, supermarkets... Will your company be next?
Whether or not you choose to add some kawaii to your exporting, speak to our market experts about the best ways to communicate with Japanese consumers for each industry.