Adnkronos (Adnkronos) – “With this event, we want to invite people to experience emotions more deeply, going beyond the concept of 'cuteness' through an immersive and, above all, physical experience.” These were the words of Silvia Figini, Chief Operating Officer of Sanrio (EMEA, India, and Oceania) and Mr Men (Worldwide), at the inauguration of 'Hello Kitty: Beyond Cute' at the Galerie Joseph in Paris. The activation offers a more than immersive experience for visitors, aiming to translate the findings of the first major European study on the contemporary meaning of 'cute', conducted by OnePoll for Sanrio, into a journey to be experienced and shared.
“Cute” turns out to be not just a simple adjective, but a way of expressing oneself and relating to others.
A sample of 10 adults in five countries (Italy, France, Germany, Spain, and the United Kingdom) revealed that the concept of 'cute' has never been superficial: for 81% of Europeans, in fact, a 'cute' moment can improve their mood, while 76% say it brings comfort on difficult days and 71% says it helps them feel more connected to others: "The results of the research are very clear and positive.
The concept of 'cute' is no longer a simple adjective, but has become a verb, a way of living and expressing oneself – she explains – This manifests itself in very different forms: from wearing a Hello Kitty T-shirt to having a coffee with a friend in a Hello Kitty Café, perhaps forgetting about your phone because the atmosphere is so engaging.
All of these elements create a human connection on a higher level. This is what Hello Kitty has been communicating for over 50 years, and it's the message we want to bring to the world."
The research shows that Italy is the only European country where the term "cute" is associated primarily with kindness and thoughtfulness, rather than aesthetics. This result didn't surprise Sanrio and speaks volumes about the DNA of Italians, as well as their relationship with the values Hello Kitty has represented for over 50 years: "I believe that taking care of oneself, one's family, and the people around us is part of Italy's DNA. The need for connection and shared enjoyment is intrinsic to our culture. We're rediscovering it now," says Figini. "I'm therefore firmly convinced that Italians are still inclined to be kind, that they send a message simply because they know a friend needs to smile, that they like to know what's going on around them, without closing themselves off in their own little world. We've always needed human warmth."
The choice to bring the immersive exhibition 'Hello Kitty: Beyond Cute' to the French capital is no coincidence: "Paris is internationally recognized as a cultural hub and a point of reference, capable of influencing the rest of the world," she emphasizes. "With Sanrio, we have a big business in France, which is doing very well. Paris is also one of the main gateways to Japanese culture, which has been consolidated for many years. There is a great love for this culture, and the union of these three elements creates a perfect match for our event."
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