01/05/2026
In 1974, Yuko Shimizu sketched a simple white cat for Sanrio. Executives nearly passed on the design, calling it too plain and childish for a modernizing Japan. They rejected her sketch 47 times. Now it's worth 80 billion dollars.
The secret to this success was emotional design. By omitting a mouth, Shimizu created a character that reflects the viewer's feelings. If you are happy, she looks happy. This intentional neutrality turned a quiet drawing into a universal companion for all ages.
Hello Kitty debuted on a modest coin purse without any fancy marketing. Today, she is a global icon spanning 50,000 products and 60 countries. Her journey proves that simplicity and consistency can be more powerful than the loudest, flashiest branding.