'First ever' Hello Kitty-themed maternity hospital opens in Taiwan (and aims to reduce the stress of childbirth)

The first ever Hello Kitty-themed maternity hospital has opened in Taiwan with the aim of easing the stress of childbirth with images of the popular cartoon character.

From blankets and birth certificates to cots and uniforms worn by staff, every aspect of the Hau Sheng Hospital in Yuanlin in central Taiwan is emblazoned with the feline motif.

Patients are welcomed to the 30-bed hospital by a statue of Hello Kitty dressed in a doctor's uniform.

The first Hello Kitty-themed maternity hospital has opened in Taiwan



Then they will be greeted by the site of a pink elevator, complete with posters of the cartoon character on the wall.

And newborns get everything Hello Kitty but a set of whiskers, including pink or blue receiving blankets, nurses dressed in pink uniforms with cat-themed aprons, cot linen and room decor.

Hospital's director Tsai Tsung-chi opened the £2m (T$100m) hospital in his hometown after obtaining authorisation from the fictitious cat's Japanese parent company Sanrio Co Ltd.

The entire hospital is decked out with images of the popular cartoon cat, including the receiving blankets, cot blankets and room decor



The hospital claims to be the only medical institution of its kind which has been authorised by the company.



The director says he hopes the white, mouthless cat that is one of the world's most recognisable characters will ease the pain and fear associated with childbirth and being admitted into hospital.

He said: '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.'

A patient rests in her Hello Kitty room, complete with bed covers and wall painting



Among the first mothers to give birth in the Hello Kitty themed hospital was Chen Shing-chiu, 38, mother of a newborn baby boy.

'Unlike traditional hospitals that are mostly white, I feel this one is pretty good,' she said.



'I like Hello Kitty very much myself.'

The hospital claims it is the first medical institution of its kind which has been authorised by Hello Kitty's Japanese parent company Sanrio Co Ltd

The Hello Kitty brand celebrated its 34th birthday this year and still retains a healthy fan base both in its native Japan and abroad, mainly made up of young females who consider her the epitome of cuteness.

Earlier this year the cartoon character even graced the cover of Japanese Vogue.