Nostalgia and Innovation: The Hello Kitty Phenomenon in Japan’s Youth Culture

Introduction: A Surge in Hello Kitty Mania

In a striking showcase of brand nostalgia and cultural impact, McDonald’s Japan’s partnership with Sanrio to celebrate the 50th anniversary of Hello Kitty at the end of 2023 led to an unexpected frenzy. The launch of 50 different Hello Kitty plush toys as part of…