Tomokuni Tsuji, the CEO of Sanrio and grandson of the founder, shares insights on Hello Kitty's remarkable journey to becoming a trillion yen icon. He discusses the brand's 50th anniversary, the challenges of counterfeits, and the importance of effective leadership. Tsuji highlights innovative marketing strategies and collaborations that have revitalized the brand, appealing to both dedicated collectors and newer generations. His focus on communication and adaptability has been key to maintaining Hello Kitty's relevance in a rapidly changing market.