By Christine R. Yano.
In this book the author examines the creation and rise of Hello Kitty as a part of Japanese Cute-Cool culture. The concept of pink globalization (the spread of cute or kawaii goods from Japan to other parts of the world) connects the expansion of Japanese companies to overseas markets. Yano analyzes the changing complex of relations and identities surrounding the global reach of Hello Kitty's cute culture, discussing the responses of both ardent fans and virulent detractors.
Through interviews, Yano shows how consumers use this iconic cat to negotiate gender, nostalgia, and national identity. She demonstrates that pink globalization allows the foreign to become familiar as it brings together the intimacy of cute and the distance of cool.
Paper: 336 pp.
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