Licensed Hello Kitty Park purring to life in Zhejiang

Illustrating the power of a popular international trademark, a Hello Kitty Park started trial operations on New Year's Day in Anji county, Zhejiang province.

It is the first outdoor theme park for the ubiquitous cartoon cat outside Japan.

Licensed by the character's creator Sanrio Co, Zhejiang real estate developer Insight Angel Paradise Management Ltd invested about 1.5 billion yuan ($241.7 million) to build the facility.