Longtime Hello Kitty designer Yuko Yamaguchi will hand over creative duties in 2026 after 46 years shaping the global icon.
Sanrio, the Japanese company behind Hello Kitty, announced the change in an official press release, revealing that Yamaguchi will “pass the baton of the Hello Kitty designer from the third generation to the fourth generation.”
Yamaguchi has served as Hello Kitty’s third-generation designer since 1980, and has helped bring the cute character to new generations of children and adults alike.
Hello Kitty will get a new designer in 2026
Sanrio confirmed that the fourth-generation designer will work under the pen name “Aya,” someone who has supported Hello Kitty alongside Yamaguchi for many years. The company also said Yamaguchi will remain involved in an advisory role moving forward.
Hello Kitty first debuted in 1974 as a character created by Sanrio and quickly grew into one of the most recognizable mascots in the world.
The small white cat with a red bow has since appeared on everything from stationery and plush toys to luxury fashion collaborations and theme park attractions, becoming a cornerstone of Sanrio’s business and a major force in Japanese pop culture worldwide.
The press release added that upcoming issues of Sanrio’s official publication will feature special projects centered on Yamaguchi, including reader participation pages, autograph events, and other fan initiatives as the company prepares for the designer handover.
