Hello Kitty designer Yuko Yamaguchi is retiring after 40 years, passing leadership to a new designer.

Yuko Yamaguchi, the designer who defined Hello Kitty’s look since 1980, is retiring after over 40 years, marking the end of an era. Sanrio announced her departure on February 10, 2026, stating she has passed creative leadership to a new designer using the pseudonym "Aya," who will begin work by late 2026. Yamaguchi played a key role in transforming the character into a global icon, driving international collaborations and merchandise success. Despite Hello Kitty’s fictional backstory as a London-born girl, she remains a symbol of Japan’s kawaii culture. Upcoming projects include a Warner Bros. film and a Hello Kitty-themed park opening in Hainan, China, in 2027.