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Sanrio eyes 50% boost in SE Asia licensing profit

Hello Kitty brand owner leveraging other popular characters

Hello Kitty welcomes visitors to her cafe at Singapore Changi Airport.

TOKYO -- Sanrio aims to bump up operating profit from its character licensing segment in Hong Kong and Southeast Asia to 150 million Hong Kong dollars ($19.3 million) in the year ending March 2020, to improve earnings as its business in the U.S. and Europe faces headwinds. 

The sum is 50% more than current fiscal year projections.

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