Rebecca Bonbon, the fashion-forward French bulldog character created in Japan by Yuko Shimizu, the creator of Hello Kitty, is celebrating its 20th anniversary by accelerating its international growth strategy. Building on its strong commercial success in Brazil, the lifestyle brand is expanding into new markets across Latin America while establishing a licensing network in Europe.
Over the past two decades, Rebecca Bonbon has evolved into a global lifestyle property spanning fashion, stationery, beauty, accessories, home décor and gift categories. Styled as a Paris-born, New York-based digital influencer with a passion for fashion and trends, the character has built a loyal following among female consumers across multiple generations.
Brazil remains the brand’s strongest market in Latin America. According to the company, Rebecca Bonbon products are available through more than 8,000 physical retail outlets, alongside an official e-commerce platform, with millions of units sold nationwide. The brand has established a strong position in the stationery and accessories categories through an extensive licensing programme.
Its portfolio of Brazilian licensees includes Animativa, DAC, Skypaper, ZoopToys and Bruno Joinha in stationery and gifts; Clio Style for backpacks and pencil cases; Semax in fashion accessories; Up Skin for cosmetics; and Esaki Presentes for sterling silver jewellery. The company has also broadened its product range with the launch of beauty and jewellery collections, expanding beyond its traditional stationery and backpack business.
The next phase of growth will be driven by Tesaki Licenciamento de Marcas e Personagens, Rebecca Bonbon’s master licensing agency for Latin America. The company is introducing the brand into Argentina, Paraguay, Uruguay, Mexico, Peru, Colombia and Ecuador, while development activities are also underway in Chile, Costa Rica and Guatemala.
“The goal is to showcase the brand’s potential beyond the sector where we are already a benchmark. Expanding into new countries is the strategic step to consolidate Rebecca Bonbon as a global lifestyle platform in the region,” said Sedamar Esaki, CEO of Tesaki.
The expansion also marks Rebecca Bonbon’s next chapter in Europe. Through Queen Sight, Tesaki’s international business, the company is establishing a network of licensing agents across key European markets. Negotiations are already at an advanced stage in Spain, Portugal, Italy and Poland, with the aim of creating new licensing opportunities for manufacturers, retailers and consumer products partners across the region.
According to the company, the European strategy builds on Rebecca Bonbon’s existing presence in Asia and North America while strengthening its international licensing footprint through local partnerships and category expansion.
Licensing Snapshot
Rebecca Bonbon operates through a master licensing model rather than franchising. In Latin America, Tesaki Licenciamento de Marcas e Personagens manages licensing rights, product approvals, brand development and commercial partnerships, while Queen Sight oversees international expansion. The brand currently spans multiple licensed categories, including stationery, fashion, beauty, accessories, jewellery and home décor, and continues to seek new licensing partners as it expands into additional international markets.
