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Pink globalization : Hello Kitty's trek across the Pacific  Cover Image Book Book

Pink globalization : Hello Kitty's trek across the Pacific / Christine R. Yano.


"In Pink Globalization, Christine R. 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, the enhanced distribution of Japanese products, and the rise of Japan's national cool as suggested by the spread of manga and anime. Yano 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 wink, giddily suggesting 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." -- Publisher's description.

Record details

  • ISBN: 9780822353515 (cloth : alk. paper)
  • ISBN: 0822353512 (cloth : alk. paper)
  • ISBN: 9780822353638 (pbk. : alk. paper)
  • ISBN: 0822353636 (pbk. : alk. paper)
  • Physical Description: xiv, 322 pages : illustrations 24 cm
  • Publisher: Durham : Duke University Press, 2013.

Content descriptions

Bibliography, etc. Note:
Includes bibliographical references and index.
Formatted Contents Note:
Preface : 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.
Subject: Hello Kitty (Fictitious character)
Japan > Commerce.
Exports > Japan.
Character merchandising.

Available copies

  • 1 of 1 copy available at Kirtland Community College.


  • 0 current holds with 1 total copy.
Show Only Available Copies
Location Call Number / Copy Notes Barcode Shelving Location Status Due Date
Kirtland Community College Library HF 3826.5 .Y36 2013 30775305465255 General Collection Available -

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