Identifier

147

Date

2019

Document Type

Honors Thesis

Degree Name

Bachelor of Arts

Major

International Studies

Concentration

Area Studies

Committee Member

Catherine Phipps

Abstract

This thesis examines the character of Hello Kitty, from its creation, to its enduring cultural presence in Japan. In particular, this thesis notes the character's highly successful marketing among Asian-American women. Hello Kitty epitomizes the concept of kawaii, the Japanese word for cute. But, its symbolism does not end there. Looking at the history of the Sanriio company and its adaptive marketing strategy offers a starting point for understanding what Hello Kitty means, but does not answer what Hello Kitty means to Asian-American women. By using both quantitative and qualitative data, this thesis establishes the consumption demographic and explores the reception of Hello Kitty among Asian-American women. This thesis challenges the dominant argument that Hello Kitty is a sexist and infantilizing image and argues instead that the character serves as an important icon for Asian-American women's identity as transnational women and their Asian heritage.

Comments

Undergraduate Honor's Thesis

Library Comment

Honors thesis originally submitted to the Local University of Memphis Honor’s Thesis Repository.

Notes

Data is provided by the student.

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