Sanrio: study highlights growing meaning of cute across Europe
Sanrio’s new European study, Hello Kitty: Beyond Cute, highlights how the meaning of “cute” is evolving beyond appearance towards positive emotions, kindness and human connection. The survey, conducted by OnePoll among 10,000 adults across Germany, France, Italy, Spain and the United Kingdom, was released alongside the launch of Sanrio’s first major immersive Hello Kitty experience in Europe.
Feeling more connected
The findings show that 81% of Europeans believe a kind gesture can improve their mood, while 76% say cute moments can provide comfort on difficult days. Furthermore, 71% feel more connected to others through such experiences. Sharing cute content has also become part of everyday social interaction, with many respondents regularly exchanging content they find appealing.
Although the trend is visible across all five countries, each market has its own characteristics. Italian respondents particularly associate cuteness with kindness and care, while in Spain it is linked to openness and a positive attitude towards life. In France, expressing appreciation for cute things remains more personal, whereas in the UK spending time together plays a particularly important role.
Sanrio launched Hello Kitty: Beyond Cute
To bring these findings to life, Sanrio launched Hello Kitty: Beyond Cute on October 31 at Galerie Joseph in Paris, coinciding with Hello Kitty’s birthday. The immersive experience invites visitors to explore cuteness through shared, physical and sensory interactions rather than simply viewing it. For the opening, Hello Kitty appeared in an exclusive outfit designed by Swiss fashion designer Kevin Germanier.
According to Sanrio, the initiative reflects Hello Kitty’s longstanding values of friendship, kindness and positivity, while presenting a contemporary understanding of cuteness centred on authenticity and connection.