An inauguration ceremony of a Hello Kitty amusement park was held in Anji, Zhejiang province November 28, 2014. With an investment of $325 million, Hello Kitty Park will be China's first large scale amusement park scheduled to open to the public on New Year's day. According to state media, there are nearly 60 theme parks being built across China right at the moment. [Photo/Xinhua]

At a shopping mall in Shanghai a few days before the opening ceremony, it was clear that Hello Kitty's fans were widespread.

Amanda Liu, a branding expert and creative director at Labbrands China, has worked with Chinese and international clients to market their products in China.

She thinks one of the reasons the Japanese character is so popular in China could be down to traditional concepts of feminine identity.

An inauguration ceremony of a Hello Kitty amusement park was held in Anji, Zhejiang province November 28, 2014. With an investment of $325 million, Hello Kitty Park will be China's first large scale amusement park scheduled to open to the public on New Year's day. According to state media, there are nearly 60 theme parks being built across China right at the moment. [Photo/Xinhua]

"Traditionally in China we think a good girl should be obedient, she should act very gently, very considerate.And this actually goes very well with the image projected by Hello Kitty," said Liu.

Liu says the Hello Kitty Park may face its biggest challenge when the Shanghai Disney Resort, currently under construction, opens in 2016.

With finishing touches still being made to the rides, organizers hope to open the park for paying customers on the New Year's Day.