Hello Kitty partners with Péro to enter Indian market
Sanrio's 'Hello Péro' merges Indian craftsmanship with Japanese street style
Sanrio, the Japanese entertainment juggernaut established in 1960, has always felt like a second home to its global fan base. Recently, Hello Kitty’s parent company entered the Indian market through a collaboration with fashion label Péro. This partnership interweaves Indian craftsmanship with the playful spirit of Japanese Harajuku street style. The initiative, branded as ‘Hello Péro’, came to fruition thanks to Sanrio’s appointment of Dream Theatre as its licensing agency in June.
Péro’s creative director, Aneeth Arora, introduced the collaboration as the Indian fashion line celebrated its 15th anniversary, coinciding with Hello Kitty’s 50th. The collection, embracing the “cottage-core kawaii” aesthetic, was unveiled at Lakme Fashion Week’s Spring Summer ’25 show on Wednesday, October 9.
On the same day, Ms Silvia Figini, COO of Sanrio – EMEA, India and Oceania, and Mr Kiyoshi Saito, Managing Director of Sanrio Company, Ltd., discussed the collaboration. Figini emphasised that Hello Kitty’s 50th anniversary was not the sole reason for this milestone. She explained that the brand’s evolution and a significant global retail sales increase, which reached $5.1 billion in 2023, also played key roles.
Currently, 24 licenses are in full action across various categories in India for the brand, with apparel being the biggest category.#Retail #Fashion #Brand #Apparel #Clothing #HelloKittyhttps://t.co/wfhNWnELaa
— Apparel Resources (@apparel_res) October 16, 2024
Saito recalled Sanrio’s previous attempt to enter India a decade ago, which failed due to market complexities. However, with India’s economic growth, Sanrio decided to try again. He highlighted the alignment between Sanrio’s vision and Indian culture.
Ms Figini pointed out Hello Kitty’s enduring relevance, attributing it to the character’s values of friendship and inclusivity. She noted that Hello Kitty has never been forced into visibility but has always been there, allowing people to connect with her in their own way. This approach has helped the brand resonate globally, especially post-COVID.
Sanrio’s collaboration with Péro was driven by a shared perception of values. Aneeth Arora, a fan of Hello Kitty, understood and loved the brand, making the partnership even more meaningful. Figini praised the collection for embodying Hello Kitty’s values and expressed hope for a long-term relationship with Péro.
Sanrio has over 450 characters, with at least 10 being very strong in Europe. Each character has unique elements, forming a family that Sanrio aims to introduce more broadly into Hello Kitty’s life. Despite this, Hello Kitty remains the brand’s icon. Figini stressed the importance of “commonality in values” before partnering with another brand, aiming for positive, inclusive, and supportive collaborations.
Sustainability is also a focus for Sanrio. Figini mentioned that Péro already has a strong vision of sustainability. She highlighted their collaborations with H&M and Primark as examples of working with companies that respect regulations and have a vision for sustainability.
Sanrio plans to engage Indian consumers through various categories, not just fashion. The brand aims to increase awareness of all its characters through digital media and other means, making them more accessible to Indian fans. Future plans include Hello Kitty-themed cafes and other direct experiences.
Piracy remains a challenge as Sanrio ventures into the diverse Indian market. Figini acknowledged the widespread presence of counterfeit Hello Kitty products but maintained a positive outlook, seeing it as a sign of the brand’s popularity. Sanrio is committed to protecting its trademarks and investments through legal action.
The Hello Pero collection is already available in 350 Péro outlets across 17 countries, including the U.S., France, and Italy. Sanrio anticipates substantial growth by the end of 2025, expecting exponential growth in the coming years due to Hello Kitty’s existing loyal fan base in India.
What Other Media Are Saying
- Harpers Bazaar explores péro’s Hello Kitty collaboration, highlighting childlike innocence, “Cottage Core Kawaii” design, and seamless blending of brand aesthetics in a 50th-anniversary celebration.(read more)
Frequently Asked Questions
Here are some common questions asked about this news
What is the ‘Hello Péro’ initiative?
It’s a collaboration between Sanrio and Indian fashion label Péro, blending Indian craftsmanship with Japanese Harajuku street style.
Why did Sanrio re-enter the Indian market?
Due to India’s economic growth and alignment with Sanrio’s values, making it a promising market for Hello Kitty.
What is the significance of Hello Kitty’s 50th anniversary in this collaboration?
It coincides with Péro’s 15th anniversary, marking a milestone for both brands and enhancing the collaboration’s significance.
How does Sanrio plan to engage Indian consumers beyond fashion?
Sanrio aims to increase awareness through digital media, cafes, and other direct experiences.
What are Sanrio’s future plans for sustainability?
Sanrio focuses on partnerships with companies that respect sustainability regulations, like H&M and Primark.
