Hello Kitty

Munich – November 03, 2026 -- Germans are the most likely in Europe to say that "cute" no longer just means "cute-looking." A new Sanrio-commissioned study finds that 50.8% of German respondents see the word's meaning shifting, the highest share of any of the five countries surveyed.

Half of Germans say "cute" has changed in a decade

In the "Hello Kitty: Beyond Cute" study, 51% of German adults say the term means something different than it did ten years ago. Among Gen Z the share is nearly two-thirds. Those who see a change link cuteness mainly with positive feelings (30%) and with kindness and care (22%). Appearance alone matters less than it once did.

Germany also posts the highest share of people who feel more connected to others after a cute moment, at 44.1%. Another 44.5% tie cuteness to community and mutual kindness.

Los Angeles – – October 15, 2026 -- Fans heading to the F1 ACADEMY grand finale in Las Vegas can spend the weekend of Nov. 19 to Nov. 21 in a Hello Kitty-themed Fan Zone, with games, limited-edition merchandise and photo opportunities. Sanrio is bringing Hello Kitty and Friends back to the event, where 18 of the world's best female drivers will compete.

Jill Koch, Chief Brand Officer at Sanrio, Inc., said the partnership is about celebrating individuality, friendship and the confidence to pursue your dreams.

The Sanrio Fan Zone sits inside the F1 ACADEMY Paddock

The Hello Kitty Cafe Pit Stop serves cookies, other sweet baked goods and creamy hot chocolate to ticketed visitors.

At the Creative Garage, fans can design their own crown inspired by the world of Hello Kitty, add temporary tattoos and make friendship bracelets.