TOKYO, April 21 — Seeking new fans for Hello Kitty, the company behind the enigmatic character on Tuesday launched a video games division aiming to release 10 original titles...
Noodles to cost more as price of food packaging goes up in Malaysia, but your favourite ‘mee goreng’ may still be same price. for now Sanrio is targeting new fans with Hello Kitty games, including boys and adults.
Noodles to cost more as price of food packaging goes up in Malaysia, but your favourite ‘mee goreng’ may still be same price... for nowSanrio is targeting new fans with Hello Kitty games, including boys and adults. — AFP pic! Plus, enjoy an additional FREE RM10 when you sign up using code VERSAMM10 with a min. cash-in of RM100 today. T&Cs apply.TOKYO, April 21 — Seeking new fans for Hello Kitty, the company behind the enigmatic character on Tuesday launched a video games division aiming to release 10 original titles over the next three years. Hello Kitty, which started life as an illustration on a 1970s vinyl coin purse, is emblematic of Japan’s lucrative culture of “kawaii”, meaning cute. Hello Kitty and other characters owned by the corporate titan Sanrio have appeared in video games before, but these were all made by third parties. By making original games, Sanrio wants to broaden its appeal, CEO Tomokuni Tsuji told a news conference on Tuesday. “We also want to approach people who have not been part of our traditional fan base, like boys and adult men,” he said. The company said its first new game, called “Sanrio Party Land”, would be released for Nintendo’s Switch and Switch 2 consoles by the autumn. Sanrio is investing up to 10 billion yen in its gaming operations over the three years to March 2027. “Video games are a very big market. People spend a long time on games,” Tsuji said. “This is a sector we must enter.” “Sanrio Party Land” will consist of more than 45 mini-games, featuring more than 145 Sanrio characters, led by Hello Kitty but also joined by the likes of Cinnamoroll and Kuromi.Unlike other Japanese cultural exports such as Pokemon or Dragon Ball, there is minimal narrative around Hello Kitty, who has no mouth. It has appeared on tens of thousands of products – everything from handbags to rice cookers – and has secured lucrative tie-ups with Adidas, Balenciaga and other top brands.
Hello Kitty Sanrio Sanrio Party Land Nintendo Switch Tomokuni Tsuji
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