TOKYO, Japan: With Hello Kitty, the Japanese wholesale company Sanrio created a trademark that is recognised by consumers worldwide. Last week, the first dental practice fully branded with the white cat’s head and characteristic red bow was opened in the capital Tokyo.

Bought by dentist Koshika Masanori in November, the facility has been completely renovated over the past two months, featuring pink examination rooms, heart-shaped waiting chairs and chandeliers. According to its website, the practice is currently offering a wide range of dental procedures, including implants, cosmetic dentistry, prophylaxis, and periodontal and paediatric treatment.

Media reports said that the unique project has received full support by Sanrio, whose Japanese headquarters is only 20 minutes away from the practice.

The company introduced its iconic logo modelled on a Japanese bobtail cat in 1974. Nowadays, it can be found on almost any retail product, including toys, clothing, cellphones and even tooth caps used in orthodontics.

Last year, the brand was reported to have generated over ¥80 billion (US$1.04 billion) revenues in Japan only.