Podcast Summary: Down to Business English – Episode 156

Sanrio Corporation: The Business of Cute and Cultural Relevance

Hosts: Skip Montreux & Des Morgan
Release Date: March 27, 2019

Episode Overview

In this episode, Skip and Des dive deep into the fascinating corporate story of Sanrio Co. Ltd.—the Japanese company best known for creating the global phenomenon Hello Kitty. They explore Sanrio’s business success, its evolution toward adult markets, the launch of new characters like Aggretsuko, and how these cultural icons reflect workplace realities in Japan and globally. Along the way, they provide informative context for English language learners interested in business terminology and cross-cultural trends.

Key Discussion Points & Insights

1. The Power and Reach of Hello Kitty

• Hello Kitty's Global Impact:

  • Ranked number 4 in 2018’s "top animation characters" by Variety magazine, only trailing big-screen stars Winnie the Pooh, Po (Kung Fu Panda), and Scrat (Ice Age).
  • “According to Variety magazine, Hello Kitty ranked at number four behind Winnie the Pooh, Po from Kung Fu Panda, and Scrat from the Ice Age movies.” – Skip Montreux [02:39]

• Merchandising:

  • Hello Kitty products are sold in over 130 countries.
  • Merchandise increasingly targets adults (e.g., Hello Kitty Prosecco).

• Business Metrics:

  • 2017 sales: 60.3 billion yen (~$550 million); Profits: 4.8 billion yen (~$42.6 million).
  • Stock price soared (2010–2014), topping out at 6,000 yen/share, now at 2,000 yen, boosted recently (up 7%) by news of the Hello Kitty movie deal with Warner Bros.

2. Sanrio’s Brand Extensions & Collaborations

• Experiential Branding:
  • Themed transportation: e.g., 2018 Hello Kitty Bullet Train (Shinkansen) between Osaka and Fukuoka (“It is a standard bullet train, repainted pink with special Hello Kitty design carpets, seat covers and window coverings.” – Skip Montreux [05:14])
  • Aviation partnerships: e.g., Hello Kitty-decorated planes with China’s EVA Airways.

3. The Evolution to Adult-Oriented Characters: Aggretsuko

• Aggretsuko on Netflix:

  • Newest Sanrio character, targeted at adults.
  • Set in a Tokyo office; protagonist Retsuko copes with workplace bullying and gender discrimination by singing death metal at karaoke.
  • “Through her job, Retsuko experiences office politics, workplace bullying, and gender discrimination. And to deal with it… she heads to a karaoke bar and releases her frustrations by singing death metal songs.” – Skip Montreux [06:30]

• Real-World Resonance:

  • The show openly explores heavy topics such as power harassment (“‘Power harassment’? That’s a good way to describe it.” – Des Morgan [08:00]), a term coined by Yasuko Okada of Core C3 Company.
  • Workplace bullying and gender discrimination discussed as international problems, citing both Japan and the UK.

4. Broader Context: Work Culture Issues

• Workplace Bullying & ‘Power Harassment’:

  • Over 28% (72,000 out of 253,000) of 2017 Japan labor department inquiries related to bullying or harassment.
  • The challenge is global: UK survey cited that three in five workers felt work harmed their mental health; only a third felt supported by employers.

• Gender Discrimination:

  • UK pay gap highlighted—men paid 17.9% more than women (TUC research).
  • Underlying issue: Perception among many men that equality has already been achieved, stalling further progress (“…that is really worrying as you can’t fix something if you don’t think it’s broken.” – Des Morgan [09:10]).

Notable Quotes & Memorable Moments

• On Hello Kitty’s Enduring Popularity:

  • “Kitty must be in the top 10 at least. Hey, maybe even the top 5.” – Des Morgan [02:26]
  • “Did you know that Hello Kitty-branded products are sold in over 130 countries?” – Skip Montreux [03:16]

• On Brand Power:

  • “You can now buy Hello Kitty Prosecco.” – Skip Montreux [04:01]
  • “I wouldn’t mind a glass of Hello Kitty sparkling wine. I’m guessing it’s a pink.” – Des Morgan [04:05]

• On the Hello Kitty Shinkansen:

  • “No, I’m not [kidding]. It came into service in June 2018… There is even a Hello Kitty doll dressed as a train attendant for photographs.” – Skip Montreux [05:14]

• On Workplace Realities Mirrored in Aggretsuko:

  • “So, in other words, the series is dealing with some very real problems through the use of animation.” – Des Morgan [06:47]
  • “Ms. Okada is credited with coining the term ‘power harassment’…” – Skip Montreux [08:04]

• On Societal Perception of Equality:

  • “…the real problem is that many men now feel that society has already achieved equality in most areas. So that means that nothing else needs to be done.” – Des Morgan [09:10]

Business English Vocabulary Segment

(Selected words explained with context and examples—for English learners)

• Venerable: Given great respect due to age or knowledge. (“I used venerable somewhat jokingly to describe Hello Kitty… as Hello Kitty is 45 years old this year, maybe she is indeed venerable.” – Des Morgan [10:43])
• Top out: To reach the highest point before falling. (“…stock price topped out at 6,000 yen a share.” – Skip Montreux [11:28])
• Spring up: To emerge or start to grow. (“…consulting firms in Japan have started to spring up to deal with the issue of power harassment in companies.” – Des Morgan [12:14])
• Coin (a term): To create a new expression. (“…Yasuko Okada coined the expression ‘power harassment’…” – Skip Montreux [13:06])
• Cathartic: Providing psychological relief through expressed emotion. (“…you might find singing death metal songs cathartic.” – Des Morgan [13:42])

Timestamps for Key Segments

• 01:31 – Introduction to Sanrio & Hello Kitty
• 02:12 – Hello Kitty’s character ranking and global impact
• 03:16 – Worldwide merchandising and sales performance
• 05:03 – Hello Kitty’s presence in travel & partnerships (bullet train, aviation)
• 06:04 – Debut and impact of Aggretsuko
• 07:07 – Discussion on power harassment and workplace bullying
• 08:33 – Gender pay gap and discrimination (UK context)
• 09:33 – Prevalence of bullying/harassment in Japan
• 10:43 – Business English vocabulary explanations

Closing Notes

The episode wraps up with the hosts reflecting on the enduring appeal and adaptability of Sanrio’s brand—from children’s toys to relevant commentary on adult workplace issues. The discussion blends business insights with language learning, offering listeners not just an understanding of a major Japanese corporation but also useful vocabulary for navigating global business environments.

For more episodes, vocabulary scripts, and learning resources, visit: downtobusinessenglish.com