Hello Kitty...

In today's class, we discussed the Japanese animation figure, Hello Kitty, in class, and it reminds me that there are several popular culture phenomena, which were caused by Hello Kitty in Taiwan. The most well-know example is: McDonald‘s launched a promotional campaign with Hello Kitty for its Happy Meal in the summer of 1999. I still remember that the Hello Kitty Happy Meal package was so popular that the people had to wait in line for hours. These scenarios were broadcasted in the evening news of several television channels, which eventually turned out to be the so-called “Hello Kitty Mania” in Taiwan.

Taiwan has been colonized by Japan for 50 years, so Taiwanese people have strong emotional attachment to Japanese culture, which represents quality, creativity and elaboration. However, the Hello Kitty phenomena became a serious cultural concern that whether Taiwan is still culturally colonized by Japan.

Japanese cultural commodities have been pervasive in Taiwan for quite a long history. Japanese animation products have been popular for teenagers for decades, and Hello Kitty, along with other figures, such as Doraemon, are influential trends in children‘s and teenagers‘markets. These animation figures are as ubiquitous as Mickey Mouse in the U.S.

Hello Kitty almost challenged most of the intellectuals in Taiwan, with its unexpected popularity as opposed to the surprisingly simple-minded academic discussions. This Japanese figure has no expression, nor mouth, yet it is said to represent the secret-keeper for those kitty’s fans. However, Hello Kitty’s feminine image somehow shapes the gender stereotype and influences some female consumer’s personal identity.