Terminal U: Hello Kitty has made a sensational return to EVA Airways, which promises to leave fans of the world’s most famous cat purring with delight across the globe.
The Taiwanese airline has rolled out the first of three themed passenger jets bearing images of the iconic cartoon cat on the fuselage and practically every surface in the cabin, in a bid to woo travellers and boost traffic on eastern Asia routes.
Hundreds of invited guests, including the airline’s Diamond Card frequent flyers, Hello Kitty fans, tourism officials and the media gathered at a hangar by Taiwan’s Taoyuan International Airport to watch the second-generation Hello Kitty jet appear from behind a giant curtain, as it emerged glowing under a rainbow of disco lights.
The airline said the Hello Kitty characters will be visible to passengers on more than 100 in-flight service items – from boarding passes and baggage stickers, to the headrest covers on the planes, paper cups, meals and ice cream. Flight attendants will wear Hello Kitty aprons and special insignias on their uniforms and offer limited-edition Hello Kitty duty-free products on board.
EVA air launched the original Hello Kitty campaign with Japanese company Sanrio in 2005, with two planes plastered with the bobtail cat character ‘and friends’ serving Japanese routes until the livery was retired in 2009.
Hello Kitty’s comeback marks the airline’s 20th anniversary this year.
The new logojets have been named Magic Jet, Apple Jet and Global Jet. The first Jet in service – Magic Jet – is being introduced on flights between Taipei and Sapporo in Hokkaido, Japan.
The two remaining aircraft will serve routes from Taipei to Fukuoka, Japan and Seoul, South Korea.