Here Comes Hello Kitty: Interviewing the Employees at the World’s Cutest Food Truck

Her favorite color is red, she is five apples tall and also just so happens to be an international icon. She is Hello Kitty.

Kitty White, formally known as Hello Kitty, leapt from the mind of Yuko Shimizu and into existence in 1974. Despite her humble beginnings as a children’s mascot, Hello Kitty would become an international sensation by 1976. By 1978, the Hello Kitty brand became synonymous with “kawaii” Japanese pop-culture and broke over 500 million dollars in annual sales. She has a long standing history as the ambassador of cute, so it was only a matter of time until she got her own food truck. 

“I wasn’t privy to the idea that she had been around since the 1970’s. I actually didn’t realize that until I worked my very first event with them,” said Brandon Russell, the man behind the wheel of the bright pink truck. Earlier this year, he let me in on the origins of his pastel journey across the states.

Although the budding actor and director dedicates most of his time to filmography, Russell (@brandontherussell) soon found himself thrust into the sweet and syrupy world of “Hello Kitty and Friends.” A friend and former business partner of Russell’s had connected him with the Hello Kitty Grand Café in their native California. Since its conception in 2018, The Hello Kitty Grand Café has seen a massive expansion into pop-up shops, event hosting and even traveling food trucks.

“He asked me, ‘hey, do you want to get paid to travel around for free and sell Hello Kitty merchandise?'” Russell stated. “I was like, ‘interesting. Sure, why not?’ I signed on and here I am. I’m still doing it!” 

Thanks to employees like Russell and his co-pilot, Fernando Marks, the Hello Kitty Food Truck can bring smiles all across America. Russell and Marks spend their work weeks traveling from the West to East Coast, before they can drive the truck to it’s designated location. They were sure to express their amazement with the dedication that fans have to “Sanrio.” Customers that make a trip to the food truck are often dressed in outfits that represent their favorite “Sanrio” character.

“When we pulled up to the mall at like, eight a.m., there were already 100 people here. I was like, ‘dang, people are serious about this stuff.'” Russell motioned to the variety of character items and shirts available for purchase behind him. The surplus of products made the intensity of the truck’s supply-and-demand clear. “We get to meet a lot of cool people in a lot of cool places.”

Hello Kitty fans are passionate about Sanrio merchandise. Although they are often regarded as one of the kindest niche communities in regards to online shopping, they also take their merchandise very seriously. In order to keep up, the Hello Kitty Food Truck keeps an array of exclusive apparel, mugs and bottles. There are also small bite selections for purchase. These treats can be as sweet and simple as sugar cookies or as rich and luxurious as French macarons. Fans from all over make the trip for a chance to sample some of these delicious goods.

“Honestly, I was super impressed, my mind was blown,” Marks spoke of his experience with “Sanrio” with a smile. “It’s crazy just how many people will wait just to see us and get Hello Kitty merchandise. It’s cool that there is such a huge community.”

Despite their long hours on the road and in the air, Marks and Russell greet each customer with a happy disposition and an exclusive Hello Kitty Food Truck sticker for their patronage. The food truck has catered to crowds that reach into the thousands at a single location. They once served a holiday crowd that amassed over 2,000 people. 

“We’ve gotten people from France and Mexico,” Marks recounted. “Today, I served someone from England. That was pretty cool.” 

Russell and Marks expressed their appreciation for Hello Kitty gained through their experience selling Sanrio.

“I’m a big fan,” Russell explained. “I’m obsessed with the little frog guy. I think that he’s so cute.” The little frog he had referenced was the titular Keroppi.

“She is a really cool brand!” Marks offered his opinion on the fantastic feline. “She’s been on ‘Supreme’ shirts and some other massive, international fashion brands. My dad is obsessed with her. When I told him I started working with Hello Kitty, he was like ‘give me everything you have.'” 

Even as the truck’s hours of operation drew to a close, Hello Kitty lovers still approached the van for a picture and to express their appreciation for Brandon Russell and Fernando Marks. 

The Hello Kitty Food Truck’s hours of operation and events list can be found on the Sanrio website so you can plan your trip to see Hello Kitty and her fabulous pit crew.