Sanrio Global Expansion

A cultural phenomenon centered on Japanese 'kawaii' that accelerated from the 2010s. Encompasses character goods, fashion, cafe culture, and phone decoration (deco-mobile). Recognized globally as a Japanese aesthetic value, it generates trillions of yen in economic impact across tourism, fashion, and entertainment industries.

Sanrio's indoor theme park opened in Tama City, Tokyo in 1990. Visitors can enjoy attractions and shows featuring Hello Kitty and other Sanrio characters. In recent years, adult-oriented night events and collaboration projects have attracted new fan demographics, while the park has also become increasingly popular among inbound tourists from across Asia.

A character created by Sanrio in 1974. Known for its ribbon and round face, it is one of the world's most famous Japanese characters. With thousands of merchandise types spanning clothing, stationery, and tableware, it symbolizes how Japanese kawaii culture spread globally.

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 uniquely Japanese fashion culture that developed primarily in Harajuku. It encompasses diverse styles such as Lolita, Decora, and Fairy Kei. The aesthetic concept of 'kawaii' has influenced fashion and design around the world.

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 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.