"Socially smart people have always mocked the threateningly mobile, and anti-branding is a central strand of high-end status conflict now."

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Hello Kitty is an icon that doesn't stand for anything at all. Hello Kitty never has been, and never will be, anything. She's pure license; you can even get a Hello Kitty car! The branding thing is completely out of control, but it started as nothing and maintains its nothingness. It's not about the ego, and in that way it's very Japanese.

— Tom Sachs