Seiko Matsuda
Because of this growing trend, companies such as Sanrio came out with merchandise like Hello Kitty. Hello Kitty was an immediate success and the obsession with cute continued to progress in other areas as well. More recently, Sanrio has released kawaii characters with deeper personalities that appeal to an older audience, such as Gudetama and Aggretsuko. These characters have enjoyed strong popularity as fans are drawn to their unique quirks in addition to their cute aesthetics. The 1980s also saw the rise of cute idols, such as Seiko Matsuda, who is largely credited with popularizing the trend. Women began to emulate Seiko Matsuda and her cute fashion style and mannerisms, which emphasized the helplessness and innocence of young girls. The market for cute merchandise in Japan used to be driven by Japanese girls between 15 and 18 years old.