First conceptualized in 1974, the Japanese character brand, Hello Kitty, continues to perform incredibly well in many markets throughout the world. Its reach has grown over a single generation. Its products are now found in 109 countries and regions including not only the United States, Europe and Asia, but throughout the world. Hello Kitty crosses many boundaries regardless of political systems or religious affiliations. The brand earns US$150 million in licensing fees annually. What's the secret behind its success? Focusing on the overseas expansion of the Hello Kitty brand through insights into the strategies behind the business, a true success story of Japan's content industry is highlighted.