gudetama

Of fandom, kawaii, and marketing: Hello Kitty turns 50
1 day ago
Nikita Mishra

Of fandom, kawaii, and marketing: Hello Kitty turns 50

Campaign dissects the secret sauce to Hello Kitty’s iconic global domination, its grasp of the timeless kawaii concept, and its astute understanding of nostalgia.

Adidas Neo invites China to a Gudetama-inspired Douyin dance challenge
Jul 14, 2020
Carol Huang

Adidas Neo invites China to a Gudetama-inspired Douyin dance challenge

TBWA Shanghai orchestrates a campaign to promote the brand's line of clothing inspired by Sanrio's lazy egg-yolk character.

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