Adnkronos (Adnkronos) – There is a word that the entire world knows, but which doesn't have a perfect translation in any language: 'cute'.
In Italian, we translate it as "carino," in French as "mignon," in German as "süß." Yet none of these truly equate to what "cute" means today, especially to younger generations. It's something that warms the heart, that slows down time, that brings people together.
Hello Kitty has known this for over fifty years. Created in 1974 in Japan, she has become the world's most recognizable icon of the concept of "cute," a philosophy that has traveled from Japan to Europe, from aesthetics to emotion, from storefronts to feeds, never ceasing to evolve. Precisely for this reason, Sanrio chose Hello Kitty as the starting point for a larger project: to understand where "cute" is going today, and to tell its story.
'Hello Kitty: Beyond Cute' is the first major European study on the contemporary meaning of 'cute,' commissioned by Sanrio and conducted by OnePoll among 10.000 adults in five countries (Italy, France, Germany, Spain, and the United Kingdom). The choice to commission the study reflects the brand's positioning: since 1974, Hello Kitty has been the character that has contributed more than any other to popularizing the concept of 'cute' outside of Japan.
Choosing to investigate the evolution of 'cute' means doing the thing most consistent with one's identity: listening to the world one has helped build.
The world responds with data confirming what Hello Kitty has always embodied: "cute" has never been superficial. 81% of Europeans agree that a "cute" moment can improve their mood, 76% say it brings comfort on difficult days, 71% says it helps them feel more connected to others. Most importantly, 43% of European adults say the meaning of the word has changed over the past ten years: no longer just aesthetic, but a way of saying "I care about you." Among Gen Z, this perception rises to 59%. “For Sanrio, Hello Kitty has always been much more than a character. She has always been an ambassador for a lifestyle based on kindness and a sense of community, reminding us that even the smallest gestures can create meaningful connections,” said Silvia Figini, Chief Operating Officer of Sanrio (EMEA, India, and Oceania) and Mr Men (Worldwide). “This research confirms what we've always believed: 'cute' is a language of connection. With 'Hello Kitty: Beyond Cute,' we want to give concrete form to this belief, offering people the chance to experience it firsthand. Because Hello Kitty is more than just an icon: she is the symbol of a way of being in the world—more present, more connected, more human.”
Analyzing data from the five countries, Italy clearly emerges as the most mature market in this cultural transformation. In our country, the concept of "cute" has indeed made a clear evolutionary leap: Italy is the only country where "kind or thoughtful" (52,9%) surpasses "seems adorable" (48,4%) as the first mental association to the word, overturning global expectations. In terms of definitions, 31,9% of Italians describe "cute" primarily as a gesture of affection or kindness, while only 15,2% still consider it a matter of aesthetics (a clear gap of almost 17 percentage points). This relational vision clearly emerges in every aspect of the research in our country: 42,8% of Italians consider "cute" when a friend sends something because they were thinking of you; 39,2% feel connected to another person primarily through an unexpected act of kindness. Italians are also the most altruistic in their search for "cute" content: the primary reason they actively search for it is "to make someone else smile" (28,2%), not for themselves. Consistent with this, 40,8% have complimented someone in the last month as an act of caring (the highest rate of any country). In terms of digital behavior, Italy is among the most active countries: 36,9% share "cute" content every day or several times a day. Among the most shared are affectionate messages (50%), funny memes (32%), and nostalgic photos (30%). Finally, 61,2% of Italians say "cute" moments are more important today than they were five years ago. The growth of "cute culture" is, in fact, primarily explained as a search for comfort in times of uncertainty (39,6%).
'Hello Kitty: Beyond Cute' isn't just the title of a research study: it's the name of a broader campaign that's also taking physical shape. On the eve of Hello Kitty's birthday, November 1st, Sanrio is inaugurating a large-scale experiential activation at the Galerie Joseph in Paris, designed to transform research data into something that can be touched, experienced, and shared. A place where "cute" ceases to be an adjective and becomes a verb. The inauguration, intended for a select group of journalists from Italy, Spain, Germany, and France, was attended by Silvia Figini, Chief Operating Officer of Sanrio (EMEA, India, and Oceania) and Mr Men (Worldwide), and Kosuke Hamasaki, Managing Executive Officer at Sanrio Co., Ltd. For the occasion, Hello Kitty made her appearance wearing an exclusive dress designed by Kevin Germanier, the Swiss designer and founder of the eponymous fashion house, known for his pioneering approach to sustainable fashion and luxury upcycling. Sanrio has always promoted the values of friendship, kindness, and positivity. Since 1974, Hello Kitty has embodied this philosophy with a universal and inclusive language: an icon that reaches across generations and cultures, conveying the idea that small things—a smile, an unexpected gesture, a shared moment—have the power to change a day, and perhaps something more. With "Hello Kitty: Beyond Cute," Sanrio transforms this heritage into a tangible experience, demonstrating that "cute," in its deepest sense, has always been a superpower. And that Hello Kitty has always been its most authentic voice.
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