Manar Elbaz

DUBAI: Rascals, a Dubai-based sandwich deli, has collaborated with Sanrio to launch a Hello Kitty-themed menu and merchandise, which will be available until Jan. 31. 

Founded by Saudi-Lebanese designer Talal Hizami alongside Tarek Roumie and Ramez Mikhail, the restaurant has been gaining traction on various social media websites for its aesthetically pleasing and innovative sandwiches. 

“When we found out about the possibility of working with Hello Kitty, we thought it was a no-brainer. The character and the story work so well together, and we knew there would be a very strong synergy between both brands,” the founders told Arab News Japan. 

“A lot of people started to get familiar with our brand after we went viral. It caught the eye of the licensees of Hello Kitty in the Middle East, and the conversation started from there,” they added. 

The restaurant introduced the Hello Kitty popup during SoleDXB, the annual festival that celebrates culture and music in Dubai, which was a huge success. “I’ve never seen lines forming at Sole from the morning till the evening,” Hizami said. “All the Hello Kitty fans showed up in full force.” 

All the items on the Hello Kitty menu come with special packaging. Currently, the most popular item off the menu is the special strawberry matcha, which comes with a Hello Kitty-themed cup.

The founders also recommend trying the Pulled Chicken Bun as well as the Raspberry Cheesecake Cream Puff.

Hizami, who has his own clothing brand titled Pacifism, has also designed a special Hello Kitty collection for Rascals, which includes, but is not limited to, t-shirts, hoodies, and hats with the beloved character dressed as a deli worker.

The collaboration is only available at the Wasl Square branch in Dubai. The branch is open every day, but Monday, from 10:30 a.m. to 10:30 p.m. The founders told Arab News Japan that they are also planning to bring it to Abu Dhabi. 

“We hope to bring this to other GCC countries soon. We are working on it. The support for it has been amazing,” they shared. 

The restaurant is planning to introduce more collaborations with Sanrio in the future. “Our collaboration with Sanrio does not end there. We have big plans to do more,” they told Arab News Japan. 

Hello Kitty has announced a variety of collaborations with multiple brands to celebrate the character’s 50th birthday, such as the Casio timepiece as well as a special collection with UNIQLO.