is a Japanese company that designs, licenses and produces products focusing on the kawaii (cute) segment of Japanese popular culture

Japanese popular culture

Japanese popular culture not only reflects the attitudes and concerns of the present but also provides a link to the past. Japanese cinema, cuisine, television programs, manga, and music all developed from older artistic and literary traditions, and many of their themes and styles of presentation...

. Their products include stationery, school supplies, gifts and accessories that are sold worldwide and at specialty brand retail stores in Japan. Sanrio's best known character is Hello Kitty

Hello Kitty

is a fictional character produced by the Japanese company Sanrio, first designed by Yuko Shimizu. She is portrayed as a female white Japanese bobtail cat with a red bow. The character's first appearance on an item, a vinyl coin purse, was introduced in Japan in 1974 and brought to the United States...

, a white cat with red bow and no visible mouth, one of the most successful marketing brands in the world.

Besides selling character goods, Sanrio takes part in movie production and publishing.