If you have an appreciation for all things cute, chances are you’re a fan of Hello Kitty. The iconic character embodies the heart of kawaii culture with its signature red bow, bright pastel colors, and unbelievably charming designs that have captured hearts worldwide for decades.
Her sweet, whimsical aesthetic makes everything from a simple keychain to a cozy plush feel a little more joyful. For those who can't get enough of that playful, adorable style, here are 18 similar brands that deliver that same burst of cuteness.
First and foremost, meet the family. Sanrio is the creative powerhouse behind Hello Kitty, and they have a whole universe of other beloved characters to explore. From the sweet and tender My Melody to the laid-back frog Keroppi and the lovably grumpy Badtz-Maru, Sanrio offers a diverse roster of personalities, each with its own line of merch.
If you love Hello Kitty, Sanrio is your one-stop shop for discovering new favorites within the same signature cute aesthetic. With most items priced affordably under $20, it’s easy to start a new collection without breaking the bank.
Shop now at sanrio.com
For those who believe even everyday essentials should be adorable, a visit to Kawaii Pen Shop is a must. This store specializes in bringing a pop of cuteness to your desk and daily routine with its curated selection of functional yet fun stationery and lifestyle goods. Think pens shaped like animals, pastel notebooks, and colorful decal stickers.
While Hello Kitty offers a broad range of products, Kawaii Pen Shop zones in on stationery lovers who want their tools to reflect their playful personality. With prices mostly falling between $3 and $20, it’s the perfect place to stock up on cute supplies.
Shop now at kawaiipen.com
Tokidoki is what happens when kawaii culture meets edgy pop art. This lifestyle brand is known for its vibrant, imaginative characters like Donutella and the Cactus Friends, often featured in buzzy collaborations with brands like Uniqlo and Levi's. Its designs are bold, colorful, and have a unique, slightly rebellious vibe.
If you love the character-driven world of Hello Kitty but crave something with a more contemporary, fashion-forward feel, Tokidoki is your brand. Prices range from accessible keychains for around $10 to statement handbags that can go up to $200.
Shop now at tokidoki.it
Meet the king of cozy kawaii. Rilakkuma is a super-relaxed bear character who loves to chill, and his merchandise reflects that laid-back vibe. Coming from the company San-X, Rilakkuma products, from plushies to home goods, are all about comfort, soft pastel tones, and an irresistibly calming presence.
Compared to Hello Kitty's high-energy brightness, Rilakkuma offers a more subdued and serene take on cute. It's perfect for anyone who wants their adorable items to feel soothing and gentle. Expect to find items in the $10 to $50 range.
Shop now at san-x.co.jp/en/
Pusheen is the adorable, chubby cat that took the internet by storm with her funny stickers and GIFs. Her charm comes from a simple, cartoonish art style paired with hilarious and relatable scenarios, like snacking on her favorite foods or just taking a nap. Pusheen merchandise is playful, casual, and perfect for everyday fun.
Like Hello Kitty, Pusheen is an iconic cat character, but with a distinctly humorous and modern personality. The brand appeals to those who enjoy cute designs with a side of quirky charm, and with most products under $30, it’s an easy and fun brand to get into.
Shop now at pusheen.com
Another beloved character from the Sanrio universe, My Melody is a sweet bunny known for her signature pink hood and gentle, innocent spirit. Her world is filled with soft pastel colors and a fairy-tale charm that feels whimsical and delicate. Think plush toys, stationery, and accessories that are undeniably feminine and sweet.
My Melody sits right next to Hello Kitty in terms of pure cuteness but swaps a bit of the bubbly energy for a softer, more romantic aesthetic. For fans who lean towards girly designs, soft pinks, and a touch of sweetness, My Melody is perfect, with most items ranging from $5 to $30.
Shop now at sanrio.com
Cinnamoroll is the adorable white puppy with long ears and a curly tail that looks like a cinnamon roll. Another Sanrio star, this character is synonymous with a plush, cuddly, and dreamy aesthetic. Everything in the Cinnamoroll lineup feels light and airy, from fluffy keychains to pastel blue accessories.
Where Hello Kitty is vibrant and classic, Cinnamoroll is softer and more whimsical, almost like a friendly cloud. If you want a comforting and cloud-like kawaii companion, Cinnamoroll is a solid choice, with its products typically priced between $10 and $40.
Shop now at sanrio.com
Dive into a dreamy world of pastels and stardust with Kiki and Lala, the magical siblings known as Little Twin Stars. Also from Sanrio, this brand’s aesthetic is centered around a whimsical, celestial theme featuring stars, clouds, and ethereal colors. It’s kawaii with a touch of fantasy.
Little Twin Stars offers a more mystical vibe compared to Hello Kitty’s grounded, everyday charm. It's the perfect brand for anyone who loves magical, sky-themed designs. You can find their super cute gear for under $30.
Shop now at sanrio.com
If you prefer your cute with a healthy dose of lazy humor, meet Gudetama. This Sanrio character is a "lazy egg" with a surprisingly deep and relatable personality. Its droopy, unmotivated expression has made it a fan favorite, bringing a funny and quirky twist to the kawaii scene.
Gudetama stands out from Hello Kitty’s cheerful optimism with its delightfully apathetic attitude and minimalist design. It's the go-to brand for anyone who appreciates kawaii that doesn't take itself too seriously. Best of all, most Gudetama merch is priced under $20.
Shop now at sanrio.com
Kawaii Factory is like a treasure chest for cute finds, offering a curated collection of kawaii-inspired accessories, jewelry, and fun knick-knacks. The shop focuses on playful prints, adorable characters, and vibrant colors that make it easy to incorporate a touch of cute into your personal style.
Think of Kawaii Factory as a boutique for adding those perfect finishing touches to a kawaii look. Unlike Hello Kitty's brand-specific items, this store brings together various cute styles, making it perfect for finding unique pieces usually priced between $10 and $50.
Shop now at kawaiifactory.com
For collectors, Qposket figures are a must-have. This line of chibi-style collectibles is known for its incredible detail, oversized doe eyes, and vibrant colors. They feature characters from popular anime, Disney, and other pop culture icons, transforming them into stylish, palm-sized works of art.
While Hello Kitty merchandise is often soft and playful, Qposket figures offer a more stylized, display-worthy kind of cute. They are perfect for anyone who wants to decorate their space with high-quality, adorable characters, typically costing between $20 and $60 per figure.
Shop now at banpresto.co.jp/qposket
What’s cuter than a cat? A tiny cat that lives inside a banana, of course. Bananya is a Japanese character that combines fruity fun with feline charm for a truly unique and humorous result. The brand is all about quirky novelty, offering plushies and accessories that are guaranteed to make you smile.
Bananya shares the playful spirit of Hello Kitty but dials up the absurdity and novelty. If you love discovering cute characters with a funny twist, this is the brand for you. Most items are super affordable, often under $20.
Shop now at bananya.jp
Sumikko Gurashi translates to "life in the corner," and it features shy little creatures who love to find a cozy hideout. With soft pastel colors, gently rounded shapes, and slightly anxious but endearing expressions, these characters offer a calm and understated take on kawaii.
If Hello Kitty feels like the life of the party, Sumikko Gurashi is the quiet friend you can chill with in a cozy corner. It’s perfect for fans who prefer their cute characters to be more subdued and gentle. You can grab their charming plush and stationery for under $30.
Shop now at sumikkogurashi.com
Disney meets kawaii in the form of Tsum Tsum, a line of stackable plush toys featuring favorite Disney characters in a minimalist, rounded style. These palm-sized collectibles are not only cute but also inspire a fun, game-like collecting experience.
Instead of one core character like Hello Kitty, Tsum Tsum relies on the massive roster of Disney icons, making the line endlessly expandable and perfect for Disney fans. Each Tsum Tsum plush is typically priced between $10 and $30.
Shop now at tsumtsum.disney.com
It’s impossible to talk about cute characters without mentioning Pikachu. Pokémon has become a global phenomenon, and its most lovable creatures have firmly cemented their place in kawaii culture. Pikachu’s bright yellow color and chubby-cheeked grin make it an icon of adorable, friendly fun.
While Pokémon is a massive franchise, the merchandise shares Hello Kitty’s ability to create cute, recognizable, and highly collectible goods. Whether it's a plush toy or a t-shirt, it’s a great way for pop culture fans to embrace kawaii style.
Shop now at pokemon.com
Originating from South Korea, Molang is a chubby, sweet rabbit character known for its super simple and rounded art style. Accompanied by its chick friend Piu Piu, Molang's world is all about happiness, friendship, and gentle positive vibes, making it irresistibly heartwarming.
Compared to Hello Kitty, Molang’s aesthetic is even more simplified and soft, emphasizing cuddly shapes and cheerful expressions. It’s perfect for fans who love a cheerful, minimalist kawaii style, with most merchandise under $30.
Shop now at molang.com
Chococat is another feline from the Sanrio world, but with a sleeker, more modern vibe. Distinguished by his big eyes, dark fur, and a distinctive chocolate-brown nose, Chococat has a curious personality and a slightly more "cool" aesthetic than his pink-bowed counterpart. His main colors are often black, white, and neutrals.
If you love the kawaii cat theme but want something with a bit more of a sophisticated, minimal edge, Chococat is the answer. He offers a different flavor of Sanrio cute that's a touch less bubbly but equally charming, with products priced under $30.
Shop now at sanrio.com
For those who can’t resist the magic of unicorns, Cutiecorn is a brand that combines pastel sweetness with whimsical fantasy. Featuring pastel-drenched unicorns, fluffy rainbows, and magical creatures, its products feel like a perfect fairy tale brought to life in kawaii form.
Compared to the classic cute style of Hello Kitty, Cutiecorn leans heavily into the fantasy and unicorn trend. It’s ideal for fans who want their kawaii style to have a dreamy, magical flair. Items are very affordable, with most priced under $25.
Shop now at cutiecorn.com
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