Business · 14 February 2026
Yuko Yamaguchi leaves Hello Kitty role after 46 years
Yuko Yamaguchi is leaving her position as the lead creative behind the famous character after four decades. Sanrio confirmed that a successor known only as "Aya" will assume full control by late 2026. The 70-year-old will remain with the company to offer guidance during the transition period. She originally took charge in 1980 and helped build the brand into a global phenomenon.
Reported by BBC · How we write briefs