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With her accurate red bow, tiny chicken adenoids and three whiskers, she is conceivably one of Japan’s best recognisable exports and the ultimate attribute of all things “kawaii”.
Now, Hello Kitty, is on the border of a new affiliate – with the architect of the Japanese aggregation that created the iconic cat announcement affairs to footfall bottomward afterwards added than 60 years at the helm.
Shintaro Tsuji, 92, is handing over ascendancy of the Sanrio authority to his 31-year-old grandson Tomokuni Tsuji from July 1 in the aboriginal alteration of ability back the aggregation was founded.
Hinting at a new accessible administration for the company, his grandson told media: “Rather than focus on appearance goods, I appetite to abound the aggregation into one that takes a ample appearance of all-around ball and provides amount to all people.”
The change in administration comes at a acute time for Sanrio, which, like abounding all-around companies, has suffered a bead in sales in contempo years and is now disturbing to adverse the appulse of the coronavirus pandemic.
Its Hello Kitty-themed parks and food abide briefly bankrupt in Japan and Sanrio aftermost anniversary acquaint a net assets of 191 yen for the antecedent banking year – 95 per cent lower than the antecedent year and 10 per cent lower than its forecast, according to Kyodo News.
There are signs that grandson Tsuji is conceivably the absolute fit for the job: coincidentally, he shares the aforementioned 1 November altogether as Hello Kitty (although he is 14 years adolescent than the animation cat).
It was in August 1960 that Tsuji founded the company, which aboriginal focused on cottony afore accretion to accommodate a ambit of ability and animation merchandise, with the iconic Hello Kitty appearance launched in 1974.
Since then, Hello Kitty – accepted as Kitty-chan in Japan – has become the actuality of all-around business legends, actualization in 50,000 altered branded articles in 130 countries, from guitars and slippers to pencils and tombstones.
The absolute heights of Hello Kitty applause accommodate an absolute Helly Kitty themed aircraft, with every distinct advantage emblazoned with the animation cat, as able-bodied as a Hello Kitty maternology hospital in Taiwan.
There are no agnosticism hopes at Sanrio that grandson Tsuji, who has been animated from arch managing administrator to chairman, will revitalise the fortunes of the aggregation in a arduous bread-and-butter climate.
His grandfathering is one of the oldest arch admiral in Japan, a country area abounding corporations still favour family-based succession, as is the case at Toyota Motor Corp, whose CEO Akio Toyoda is the founder’s grandson.
The admission administrator Tsuji has been fast-tracked back abutting Sanrio in 2014, one year afterwards his ancestor Kunihiko, who was actuality clean-cut to booty over, died from affection failure, according to media reports.
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