Hello Kitty's 50th Anniversary: Sanrio's Tmall Super Brand Day Debut a Charming Success

In celebration of Hello Kitty's 50th anniversary, Alifish, a copyright trading platform under Alibaba Pictures, partnered with Sanrio and Tmall to launch the first Sanrio Tmall Super Brand Day event. The event, themed "Besties should stay together like Hello Kitty & Friends", involved over 30 licensees and showcased more than 800 products.

The event generated significant attention on social media platforms like Weibo and Xiaohongshu, with millions of discussions around trending hashtags. Creative marketing activities, combined with Alibaba's ecosystem advantages, enabled Alifish and Tmall to enhance Sanrio's brand influence and commercial value.

During the pre-sale period in August, Alifish collaborated with Sanrio fans and community influencers to create engaging content. This helped licensees and products reach fan communities effectively. Sanrio Super Brand Day saw participating licensees achieve significant results, with commemorative series items selling out quickly.

The event featured new co-branded products like the Hello Kitty keyboard and mouse set, which topped Tmall's new product list. Additionally, Hello Kitty's exclusive appearance on the cover of L'Officiel, and a fan party in Chengdu added excitement to the celebrations.

Alifish's continued focus on content, design, and marketing aims to support Sanrio's growth in China. Future plans include developing new graphic libraries, hosting themed marketing events, and releasing new animation content. Alifish's strategic partnership with Sanrio reflects its long-term commitment to expanding the brand's presence in the Chinese market.