Hello Kitty comeback puts Sanrio founder back on Japan’s rich list

The beloved Hello Kitty brand is powering a remarkable revival for Sanrio, the 64-year-old company behind the global icon. In the past year, Sanrio shares have more than doubled, driven by a fresh brand makeover and new global momentum.

This surge has catapulted Shintaro Tsuji, the company’s 97-year-old founder and honorary chairman, back into the ranks of Japan’s wealthiest individuals — a return a decade in the making.

About Shintaro Tsuji

Shintaro Tsuji (born 7 December 1927) is a pioneering Japanese entrepreneur and the founder of Sanrio, the company behind the global character phenomenon Hello Kitty. Originally a civil servant in Yamanashi Prefecture, Tsuji transitioned into business in 1960 by establishing the Yamanashi Silk Center, which later evolved into Sanrio. Under his leadership, the company redefined character merchandising in Japan and beyond, with Hello Kitty emerging as an enduring cultural icon.

Born into a well-off family in Kofu, Yamanashi, Tsuji faced personal hardship early in life, including the loss of his mother and a difficult upbringing. After studying chemical engineering and dabbling in manufacturing during the post-war recovery, he began a brief but eventful government career before founding Sanrio with just ¥1 million in capital.

Tsuji stepped down as president in 2020 and was succeeded by his grandson, Tomokuni Tsuji, now the youngest CEO of a TOPIX-listed firm. Despite personal challenges, including illness and tragedy, Tsuji’s vision and resilience transformed Sanrio into a global brand. His lifelong interests include Greek mythology and storytelling — reflected in Sanrio’s focus on heartwarming, character-driven narratives.