In October 2005, EVA Air launched a campaign with Japanese company Sanrio to create the "Hello Kitty Jet," featuring the popular Japanese character. Using the airline's A330-200, the exterior adopted a livery of Hello Kitty characters. A year later, the airline launched a second Hello Kitty Jet. The aircraft featured a Hello Kitty motif on exterior and interior fittings and features. Both planes were used to serve Japanese destinations, and from mid–July 2007, also Taipei-Hong Kong routes. The original Hello Kitty livery was retired in 2009, but in 2011 EVA Air announced its return in redesigned form to mark the carrier's 20th anniversary and renew interest in Japanese tourism.
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