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power kick soft power Japan's Sanrio shares soared five times when it contracted a deal with a subsidiary of Alibaba to send the character Hello Kitty and friends to the Chinese market.

On June 30, 2022, the Bloomberg news website reported that the shares of Sanrio Co., the owner of the Hello Kitty cartoon character, in the Tokyo market Japan Reached an agreement with Alibaba Group Holding Co., Ltd., a Chinese national, to license patent rights. to expand more popularity to the Chinese market



The share price hit the most in a single day. It hasn't been more than ten years. After the trading price is 5 times higher than the normal share price over the course of three months.


The BBC reports that the trend that triggered the stock jump started with a viral trend online. When the main character and lesser known to the Japanese people, the name Kuromi became known throughout China. From a clip of a famous Chinese dancer that appeared in Tu Yin. The Chinese version of TikTok's app, Helenoftroy, has more than 14 million followers, wearing a Kuromi outfit.


Chinese net idol makes Kuromi hotter than Hello Kitty
The agreement is for a period of five years, starting January 1, Alifish, a subsidiary of Alibaba. Has the right to use 26 Sanrio characters. Production and distribution of various products

Sanrio said This partnership agreement will help meet the changing consumer demands in mainland China. Corresponds to the cuteness and prevalence of Japanese kawaii culture.



Hello Kitty and friends, including My Melody and Kuromi, bring Sanrio to $2 billion, or about 70 billion baht. Sanrio is expected to increase the Sanrio brand and character value in the mainland China market.” The deal covers 26 Sanrio-designed characters. including Hello Kitty

As for the character Kuromi, it is a character that Sanrio describes as Looks like a tomboy but is actually a very sweet girl. Enjoy writing a diary and reading romance novels. Kuromi's birthday falls on Halloween.

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