Oita Airport recently rebranded itself as the “Hello Kitty Airport” in an effort to attract more international tourists. But beneath the pink bows and photo ops lies a more revealing question: What does this say about the airport’s brand maturity? In this article, I explore why borrowed branding may bring short-term attention but risks long-term identity confusion—and what Oita could have done instead.
What the Hello Kitty Airport Tells Us?
