Unlike other Japanese cultural exports such as Pokemon or Dragon Ball, there is minimal narrative around Hello Kitty

Unlike other Japanese cultural exports such as Pokemon or Dragon Ball, there is minimal narrative around Hello Kitty

 Adek BERRY

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.

Originally published on doc.afp.com, part of the BLOX Digital Content Exchange.

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