Japan has finally hit peak Japan.
West Japan Railway Company (JR West) unveiled a Hello Kitty-themed bullet train this week, which will begin a three-month run between Osaka and Fukuoka on Saturday.
JR West is hoping the makeover will attract tourists and revitalise regional communities in western Japan.
The first carriage won’t contain any seats, and will instead be an area for passengers to buy souvenirs and regional specialities.
Meanwhile, the second carriage boasts a Hello Kitty travel guide dressed in a railway uniform for fans to take photos.
“We want Japanese and overseas people from a wide range of generations to enjoy this shinkansen [bullet train],” said Takehiro Zai, a JR West sales director.
The rest of the train is fully festooned with Hello Kitty decor – inside and out.
Everything from the walls, to the headrests, to the carpets is Hello Kitty-adorned.
JR West also says a specially-made Hello Kitty chime will play inside the carriages.
Travellers can book tickets for the limited-time service on a dedicated website.
The company is reportedly planning to double down on the campaign and open a Hello Kitty-themed cafe and shop at Fukuoka’s Hakata station.
Hello Kitty mania has been prevalent in Japan and much of east Asia for many years. In 2000, a riot broke out in Singapore when a McDonald’s ran out of the dolls.
The feline cartoon is now ubiquitous in countries worldwide who buy merchandise ranging from jewellery to pet-carriers.
“Hello Kitty represents the deep desire among all people, regardless of nationality or race, to feel joy and happiness, without having to qualify it at any deep intellectual level,” the company’s public relations manager Kazuo Tohmatsu told BBC Culture.
“Hello Kitty doesn’t judge. She lets you feel how you feel without forcing you to question why.”
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