Hello Kitty Gets New Designer After Four Decades

Yuko Yamaguchi, the flamboyant designer behind Hello Kitty’s iconic look for more than four decades, is stepping down, passing the creative torch to a new generation.

Since taking over in 1980, Yamaguchi shaped the character’s evolution from a simple vinyl coin purse illustration into a global mega brand worth billions, appearing on everything from rice cookers to Balenciaga collaborations.

Often seen in public wearing Kitty-style dresses with her hair in buns, Yamaguchi was known for listening to fans and collaborating with artists worldwide.

Sanrio announced that a new designer using the pseudonym “Aya” will take over by the end of 2026.

Despite the change, Hello Kitty’s cultural dominance shows no signs of slowing, with a Warner Bros movie in development and a new theme park opening in China next year.

Officially a little girl from London named Kitty White—not a cat—she has a twin sister, a boyfriend, and a pet cat of her own, embodying Japan’s “kawaii” soft power for generations.