You think I'm kidding, don't you? It's not actually new news, but EVA Air apparently has a few Sanrio-sponsored Hello Kitty™ international jets, fully kitt(en)ed out from nose to tail, complete with themed attendant costumes, meals, and so on.

EVA repeated the livery theme inside the cabin by creating a Hello Kitty fantasy with sweet Hello Kitty paintings on the walls, and by outfitting flight attendants with Hello Kitty ribbons for their hair and Hello Kitty aprons. Passengers booked on EVA’s Hello Kitty Jet will get pink Hello Kitty boarding passes and luggage tags. Onboard, they will enjoy a series of inflight Hello Kitty service accessories, Hello Kitty meals, and have access to exclusive EVA Air Hello Kitty duty-free shopping.

I know I'm not the only one that thinks the CTA Pink Line missed out on a valuable co-branding opportunity.

UPDATE: I started wondering if HK's American counterpart, Mickey Mouse, ever had his own airliner...apparently in 2003 Alaska Airlines decorated one of their 737's, "The Spirit of Disneyland," with a cheery Mickey on the tail, Goofy along the fuselage...and Minnie cheerfully plastered on the nosecone. No sign of maximum Mousetude: no costumed attendants or mouse-shaped maki* rolls in evidence, so Hello Kitty wins this round of true cartoon character madness.

* Check out the Rojaks Daily link below for some fantastic photos of Helly Kitty in-flight bento boxes, many of which include an adorable item that looks a slice of fish cake (not quite narutomaki, but sort of kamaboko-millefiore, if you will) cheerfully colored to look like Her Nibs face. I mean, Minnie doesn't look 'plastered,' but...oh, hell, never mind.

[via Feministe >> Rojaks Daily [great pics here of HK inflight meals, merch, etc.] >> EVA Air >> EVAKITTY]

Labels: hellokitty

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  I confess I never really noticed Hello Kitty® until three years ago, when I adopted Snoë, a large entirely white cat who bears a striking resemblance to the cartoon character. With a real-life version in-home, I now see how pervasive the Hello Kitty® franchise really is: she's bigger than Mickey, but without a mouth she can't swallow the Mouse.

The Bizarro Empire of Hello Kitty (Corina Zappia in Village Voice):

In their book, Hello Kitty: The Remarkable Story of the Billion Dollar Feline Phenomenon, authors Ken Belson and Brian Bemner describe Hello Kitty's ability to appeal to all: "With few exceptions, her creators at Sanrio Ltd. have shied away from developing any story to her life, instead leaving her personality to the eyes and minds of the beholder. This Zen-like technique, intentionally or not, has allowed Kitty to become at once the princess of purity to toddlers, a cuddly playmate for young girls and a walk down memory lane for adults yearning for another taste of childhood."

Sanrio itself ties Kitty's lack of mouth in with her universality: "Hello Kitty speaks from her heart," the official Sanrio FAQ says, explaining Kitty's mouthlessness. "She is Sanrio's ambassador to the world who isn't bound to one certain language."

Without a mouth, Kitty can exclude no one. But on the other hand, do we really want more women, even if they're cats, unable to speak up for themselves? [keep reading]

Chanpon: Hello Kitty Has No Mouth by Mizuko Ito:

A discussion of Hello Kitty is nearly impossible without an explanation of kawaii and the culture that surrounds the term. Historically, the rise of cuteness is traced back to the 1970s, with the popularization of cute handwriting and manga and disillusionment with earlier student riots and subsequent capitalization of those trends by the fancy goods industry (Kinsella, 1995:225). Though the general meaning of the word is “cute,” the qualities and connotations associated with the term are many. As Kinsella writes, a survey among men and women in 1992 revealed a number of other terms associated with kawaii, including: childlike, innocent, naïve, unconscious, natural, emotional contact between individuals, fashionable, associated with animals, and weak (1995:237-240). Kawaii is a produced style and aesthetic as well as an inherent quality a person, place, or thing possesses.

The rise of Hello Kitty in the global consumer market, like other successful pop cultural imports, may be attributed to the process of removing traces of Japanese origin. Iwabuchi has coined the expression "culturally odorless products" to describe the ways in which Japanese products erase their "Japaneseness" in order to be more successfully marketed overseas (Allison, 2000:70). Moreover, "effacing the identity—the Japaneseness—of Japanese products appears to be even more prominent in the US Market" (Allison, 2000:70). Making a product "culturally odorless" somehow reduces resistance to a product through its reduction of difference. [read full article]

And, the $64,000 Question: If Hello Kitty® has no mouth, is she also missing the opposite end of the digestive tract, another (perhaps more literal) manifestation of "cultural odorlessness"?

"Hello Kitty Has No Mouth" - the poem
Sanrio Hello Kitty® FAQ
["Darth Kitty" costume image found on Linkbunnies]
Also see Sanrio's "grown-up" Hello Kitty® line, Momoberry

Labels: culture, hellokitty

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