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Melbourne resident Victoria Kyriakopoulos has built up her collection of Hello Kitty memorabilia over 24 years.
The cost of the entire collection is no small figure.
"I've lost count, I think probably well into the thousands, maybe even tens of thousands. I try not to keep track, but probably enough for a house deposit."
The fictional character was created in 1974 by Japanese company Sanrio.
While she may look like a cat, Hello Kitty is a bright and kind-hearted schoolgirl, who lives in London with her family - and she even has a boyfriend, according to Sanrio.
The signature red bow and the lack of a mouth has become part of the icon, which turns 50 this year (1 November).
Born in Adelaide, Ms Kyriakopoulos says she first met Hello Kitty as a young girl, in her mother’s birth country, the Philippines.
She says she was instantly spellbound.
"I was nine years old, it was just before my tenth birthday, and I have family in the Philippines. I headed over for an extended break over my birthday and Christmas, and I was over there and I spotted Hello Kitty. And it was really fascinating to me, because it was something that I hadn’t seen before in Australia. So as a child seeing everything cute and pink - it was just really nice."
She says her love has in fact evolved over time, just like Hello Kitty has.
"Initially, it was because it was something cute. It was the appeal of not being really able to find it. I think the appeal for me (now) is the fact that even if you have all the money in the world, you’d never be able to go to just one place and buy the whole Hello Kitty collection. You have to go everywhere, and there are different limited edition items. Going out searching for Hello Kitty, having different Hello Kitty experiences around the world, and it just keeps it really exciting."
From its humble beginnings on a coin purse, the global icon has since appeared on every type of merchandise imaginable, even adorning buses and Japan's bullet trains.
The brand's net worth is estimated to be over 120 billion Australian dollars.
Nobuko Burnfield is a Sydney-based former animator for Sanrio.
She says Hello Kitty's success lies in the "innocence and simplicity" of the design.
"Everyone can think of her as their own cat. She has a way of coming into people’s hearts. It has a borderless appeal. Gender or education level do not matter for Hello Kitty. When Hello Kitty knocks on the door, anyone will gladly let her in."
Naoko Madokoro, a former Hello Kitty product designer in Japan, explains that Hello Kitty's ability to adapt and evolve over time has also been a factor behind the success.
"Hello Kitty is adaptable and easily incorporates various trends, which allows her to evolve with the times and align with changing thoughts and perspectives."
Ms Madokoro says Hello Kitty’s lack of a mouth allows people to easily empathise with her.
"When we feel happy, Kitty shares in that joy, and when we're sad, she comforts us. She’s always there, providing a sense of companionship. Kitty is a character that easily allows for emotional connection."
Timing too could be a reason why the brand has achieved such global prominence.
Dr Christine Yano is a professor of anthropology at the University of Hawaii.
She says Hello Kitty emerged amid the rise of a distinctly Japanese cultural phenomenon, what's called Kawaii or cute culture.
A major expression of Japan's soft power, Kawaii focuses on cuteness and childlike innocence.
It has also fuelled consumerism.
"When you think about Japan in the 1970s, it was the birth of girl culture as a kind of consumer item. And that was really where Hello Kitty started, and the development of cute goods. And that was the Hello Kitty world that Sanrio really developed and exploited."
The author of Pink Globalization: Hello Kitty's Trek across the Pacific says while you cannot pinpoint just one factor behind the success, it is important to note the role of the Japanese government.
It used the 2010 'Cool Japan' initiative as a soft power campaign to promote cultural industries to those abroad - as a way of driving economic growth.
"The Japanese government had part of it, in developing cool Japan. But that’s not the only thing, to a certain extent, they were following the lead of the manufacturers, so it was hand in hand. The fact that Hello Kitty is now fully recognised as a kind of Japan, kind of a cool Japan, I think that’s part of the effect of all of this."
She says the 50th anniversary is significant, not just for the longevity of the brand, but also for the emotional connection that fans have with Hello Kitty.
Ms Kyriakopoulos says for her, the connection is lifelong.
"I think the fact that there is a lot of celebration for Hello Kitty is a testament to her popularity. I think the 50th is one of those big milestones. And for me, as a Hello Kitty collector, it’s like one of those once in a lifetime opportunity, so it is really exciting."
