Hello Kitty…a Food Superstar?

From food trucks to wine, the brand’s most famous character is everywhere.

hello kitty eater

For anyone who’s ever found themselves getting drunk and doing karaoke to let off some steam after a long week, Aggretsuko understands. She may be a cartoon red panda created by Sanrio (the Japanese company that brought us Hello Kitty), but she too has an office job and a boss she hates — so she unwinds by singing along to heavy metal and drinking a lot of beer, as chronicled in her YouTube videos.

So it’s appropriate that tired and tipsy patrons at Energy Bistro & Karaoke in Hacienda Heights, California, will find that Aggretsuko is there for them, in the form of a branded room and snack: For $19, visitors can order an Aggretsuko Mini Rage Burger, which comes on a brioche bun and is topped with shredded lettuce, tomato, pickles, melted American cheese, thousand island, and ketchup.

hello kitty

Sanrio is a massive, international business, worth an estimated $2.4 billion in 2015, according toForbes. But a surprising number of those dollars come from collaborations with smaller, sometimes-food-focused businesses, like Energy Bistro and the family-run Tanaka Farms in nearby Irvine.

Tanaka Farms, founded in 1940 when Teruo Tanaka emigrated to the U.S. from Japan, began its partnership with Sanrio last fall: Its pumpkin patches featured plywood stands with Hello Kitty and other characters. In the winter, that switched over to a Santa tour and a Sanrio village; this spring, visitors can pick strawberries in Tanaka’s fields and then pose for a selfie with a statue of the lady Kitty herself.

Read more at Eater.com: https://www.eater.com/2018/2/28/17046006/sanrio-hello-kitty-food-cafe-licensing-gudetama-aggretsuko