” Hello Kitty ” can divide opinion! as an ambassador for various cultural campaigns the image of Hello Kitty is a symbol of both global consumerism and childlike cuteness and innocence. She is synonymous with kitsch and involves Adults acting below their age by buying relics that are usually considered children’s things. In this scenario, Hello Kitty is linked to the notion of kitsch because it connects adult men and women that are attached to the cute image of constantly trying to buy back their lost youth in an eagerness to grow up too fast!!   Cuteness in modern Japanese culture receives a critique from radical feminists who see the image as an infantilisation of female sexuality! The multiple pairs of sunglasses indicate the differences in viewpoints held in our cultural media.

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