Sumikko Gurashi

A deeply embedded cultural practice in Japanese society of utilizing characters in all aspects of life. From municipal mascots (yuru-chara) to corporate mascots, characters are employed in every conceivable context. This culture has drawn global attention as a uniquely Japanese communication method.

A character design and stationery company established in 1932. Creator of beloved 'yuru' (relaxed) characters including Rilakkuma, Sumikko Gurashi, and Tarepanda, San-X has grown alongside Sanrio as a major Japanese character IP company. Its character designs themed around 'relaxation' and 'empathy' resonate across all age groups, driving substantial merchandise revenue.

Sanrio's flagship character created in 1974. Its simple and adorable design is recognized worldwide and has become a symbol of kawaii culture. The brand is licensed across a vast range of fields including fashion, food, and theme parks.

A bear character created by San-X. Debuting in 2003 with a concept of laid-back laziness, Rilakkuma has expanded broadly from stationery and merchandise to a Netflix anime series. It enjoys international popularity as a quintessential healing character.

A popular Sanrio character — a white puppy who descended from the sky. Cinnamoroll has won consecutive first places in the Sanrio Character Ranking, making it one of Sanrio's most popular characters in recent years. Merchandise and collaborations are actively developed.

Cultural phenomenon created by Sanrio's character lineup, led by Hello Kitty. Since its 1974 founding, the company has pursued cute character design loved across generations. Expanded from merchandise to facilities, pushing character business possibilities to the extreme. A uniquely Japanese business model that transformed the concept of kawaii.

A laid-back character released by San-X in 2003. Featuring a brown bear with a relaxed aesthetic, it gained renewed appreciation in the SNS era and became hugely popular in the 2010s. Expanded into films, anime, and comprehensive merchandise. Maintaining strong popularity especially among women, it exemplifies modern kawaii culture.

A Sanrio character featuring a rabbit in a red hood. Beloved since its creation in 1975, My Melody has maintained enduring popularity. The anime series 'Onegai My Melody' expanded its appeal beyond children, cultivating a broad fan base.