Hello Kitty-themed maternity hospital opens

The world's first ever Hello Kitty-themed hospital has opened its doors to expectant mothers wishing to give birth in an ambient environment in Taiwan. Fans of the much-loved cartoon character can now be surrounded by the friendly feline face in the maternity unit, where everything from the doctor's uniforms to the blankets and cots are adorned with the well-known motif. Pregnant patients are welcomed into the hospital by a statue of Hello Kitty wearing a pink doctor's uniform and are subsequently transported in a Hello Kitty elevator to a pink examination room decorated with Hello Kitty posters.

The hospital's director Tsai Tsung-chi opened the £2 million establishment in his hometown after obtaining authorisation from Sanrio Co Ltd, the Japanese parent company to the Hello Kitty brand, which is 34 years old and is beloved by fans both in its native Japan and overseas.

He explained: "I wish that everyone who comes here, mothers who suffer while giving birth and children who suffer from an illness, can get medical care while seeing these kitties and bring a smile to their faces, helping forget about discomfort and recover faster."

Chen Shing-chiu (38) became one of the first mothers to give birth in the hospital after delivering a baby boy.

She said: "Unlike traditional hospitals that are mostly white, I feel this one is pretty good. I like Hello Kitty very much myself."