How a cute L.A. Hello Kitty shop became a target for TikTok trolls
The little L.A. shop was a destination for Hello Kitty fans for decades when it decided to dive into a massive new wave of e-commerce — peddling its products live on TikTok. The first floor of the JapanLA store is stuffed with stuffed toys. It houses shelf after shelf of cute Japanese characters such as My Melody and Kuromi. Upstairs is the real money maker. Employees stand in front of phones, pitching the hottest new products of kawaii (cute in Japanese) culture. While the upstairs business has brought in tens of thousands of new customers and hundreds of thousands of dollars, it has also attracted trolls trying to shut JapanLA down. The haters have hacked the store’s website, harassed its hosts, spread rumors about its owner, and threatened to show up in force in front of its physical store. JapanLA owner Jamie Rivadeneira says she has never seen cute consumers turn so ugly. “I created JapanLA 20 years ago for adults who like cute stuff, so they can feel safe and feel like it’s OK …









