Pink Globalization Hello Kitty's Trek Across the Pacific

ISBN-10: 0822353636
ISBN-13: 9780822353638
Edition: 2013
List price: $26.95 Buy it from $21.44
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Description: InPink Globalization, Christine Yano examines the creation and rise of Hello Kitty as a part of Japanese Cute-Cool culture. Yano argues that the international popularity of Hello Kitty is one aspect of what she calls pink globalization—the spread of  More...

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Book details

List price: $26.95
Copyright year: 2013
Publisher: Duke University Press
Publication date: 4/29/2013
Binding: Paperback
Pages: 336
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.232
Language: English

InPink Globalization, Christine Yano examines the creation and rise of Hello Kitty as a part of Japanese Cute-Cool culture. Yano argues that the international popularity of Hello Kitty is one aspect of what she calls pink globalization—the spread of goods and images labeled cute (kawaii) from Japan to other parts of the industrial world. The concept of pink globalization connects the expansion of Japanese companies to overseas markets, enhanced distribution of Japanese products, and the rise of Japan’s national cool (as suggested by the spread of manga and anime). She analyzes the changing complex of relations and identities surrounding the global reach of Hello Kitty’s cute culture, discussing the responses of both ardent fans and virulent detractors. Through interviews, Yano shows how consumers use this iconic cat to negotiate gender, nostalgia, and national identity. She demonstrates that pink globalization allows the foreign to become familiar as it brings together the intimacy of cute and the distance of cool. Hello Kitty and her entourage of marketers and consumers assert a new global wink that nods giddily to innocence, sexuality, irony, sophistication, and even sheer happiness. Yano reveals the edgy power in this wink and the ways it can overturn, or at least, challenge power structures.

Preface and Acknowledgments: Grabbing the Cat by Its Tail, or How the Cat Grabbed Me
Introduction: Kitty-Japan-Global
Kitty at Home: Kawaii Culture and the Kyarakuta Business
Marketing Global Kitty: Strategies to Sell Friendship and "Happiness"
Global Kitty: Here, There, Nearly Everywhere
Kitty Backlash: What's Wrong with Cute?
Kitty Subversions: Pink as the New Black
Playing with Kitty: Serious Art in Surprising Places
Japan's Cute-Cool as Global Wink
Sanrio and Hello Kitty Timeline
Artists in Sanrio's Hello Kitty Thirtieth Anniversary Exhibit and Catalogue
Notes
References
Index

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