As one of the worldwide brands in Japan, Hello Kitty, produced by Sanrio co., is not only a fictional character representing cute and lovely for kids. Many people, including adults, value it as a life style and a significant attitude. Every year, there are many new fans join the large group crazed for Hello Kitty. Most Asian countries, such as Japan, China, Korea, and other western countries have their own Hello Kitty market. The picture below shows a Hello Kitty Store in Madrid, Spain. 
The wide expanding and global influences increase the Hello Kitty trademark to “worth more than $1 to $5 billion annually” (Wikipedia). To spread its market share, the Sanrio co. authorizes the Hello Kitty trademark and figure to some powerful company to work as strategic partners. They are either brand licensing or co-branding with other brands. Most of those actions are win-win cooperations. As I mentioned in my previous blog, M.A.C introduced a limited Hello Kitty edition into the market. Moreover, there are Hello Kitty themed hotel, hospital and airplane appearing in the market. For example, in October 2005, the EVA Airways, a Taiwan based airlines, created a “Hello Kitty Jet”. Everything on the airplane is decorated by pink and the Hello Kitty figures. For those of you who are fans of Hello Kitty, it is a good experience to fly with Hello Kitty.
Furthermore, Hello Kitty is used to witness love and happiness. Some couples are willing to host a Hello Kitty themed wedding.
Also, in 2009, the fist Hello Kitty wine was introduced on the market. Over all, Hello Kitty is more likely to be a fashion vane throughout all generations.
I upload two videos to show you the Hello Kitty hospital and hotel.
