Abstract
By wearing Asian culture symbols / Asian fashion the celebrities ensure that they are more accepted while promoting their songs and products in the Asian market. It is easier for the Asian fans to identify with the pop stars, e.g. Britney Spears and Paris Hilton, if these stars were seen with Asian fashion. Hello Kitty is the official "UNICEF Special Friend of children" figure. UNICEF covers the entire world, so it is a perfect marketing action for a full and quick adoption of the brand. Hello Kitty has no mouth; she is not bound to any language, so she is linked to all languages! She speaks with her heart. Who is Hello Kitty? How did the Japanese culture enter the Asian market successfully and spread to the rest of the world, and with which tools? What are the main points we must remember as marketing students?
