Peru launches Hello Kitty campaign to strengthen Japanese tourism

By Espinosa Bellido Abogados

On 25 March, 2019, Peru’s promotion agency for export and tourism (PROMPERÚ), launched in the Haneda International Airport, Tokyo, a marketing campaign focused on elevating Japanese tourists into the country,

In a joint work with Japanese company Sanrio, producer of the world famous cartoon character, PROMPERÚ presented the Peruvian Hello Kitty, a local version of the character, dressed in traditional Peruvian clothes. The presentation was greeted with affection from Japanese and international travelers present at the event at the Haneda International Airport.

The campaign is specifically aimed to consumers of digital platforms, with the creation of a website of the Peruvian Hello Kitty where there will be information on tourist attractions and agencies, among other things. “It is estimated that the website will have an average of 50,000 to 60,000 monthly users, due to its great popularity in Japan”, PROMPERÚ stated in a press release.

As of 2019, Hello Kitty is the second highest-grossing franchise of all time, having generated $ 80 billion in lifetime retail sales. Peruvians of Japanese descent constitute roughly 0.5 percent of the country’s population.