Sanrio has announced that the role of Hello Kitty designer will pass from Yuko Yamaguchi, the third-generation designer, to a fourth-generation successor. Yamaguchi has led the character’s creation since 1980, making this the first designer change in 46 years.
Yamaguchi, who also serves as Sanrio’s Executive Director and Head of Character Creation, has been central to the development of Hello Kitty and other popular characters including Dear Daniel and Charmmy Kitty. She has actively engaged with fans through signings and collaborations with domestic and international artists, helping Hello Kitty become a beloved global icon.
The handover to the new designer, known by the pen name Aya, is planned for 2026. Sanrio will feature a conversation between Yamaguchi and Aya in an upcoming issue of Ichigo Shinbun. The company noted that rotating designers is standard practice to pass leadership to the next generation.
Yamaguchi will continue to support Sanrio in an advisory role, sharing her knowledge and experience to guide the character’s ongoing development.
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