Sanrio IP Internship Development Program

Sanrio's strategic shift from traditional character merchandise toward digital-experience prioritization starting in the 2010s. Includes AR applications, metaverse character experiences, and subscription-based merchandise services. Represents adaptation of the kawaii character business model to the digital era, enabling continuous global fan engagement and innovative IP monetization strategies.

My Melody's rival character created by Sanrio in 2005. With her signature black hood and skull mark, Kuromi is mischievous yet secretly girly. Rising to top positions in recent Sanrio character rankings, she has experienced surging global popularity especially among Gen Z, representing Sanrio's ability to create characters that resonate with new generations.

The Japanese expansion of Pusheen, a rounded cat character from the United States. Its localized merchandise strategy has grown rapidly in Japan's market. The adorable, compact design aligns perfectly with Japanese kawaii culture, gaining popularity through specialty shops and character cafes across the nation.

A nail art culture based on soft pastel color palettes featuring decorations inspired by macarons, cotton candy, and candies. Supported by rapid growth in nail salon industries and social media trends, it's firmly established among women aged 10-30. Sales of DIY nail kits continue to expand significantly.

A character brand founded by Italian-American designer Simona Moretti in 2006, featuring a rainbow-maned unicorn as its mascot. Known for pastel colors and geometric patterns, it has gained devoted following among young Japanese women. The brand continues to expand through merchandise and collaborations, blending Western and Japanese kawaii aesthetics.

Excessive decorative fashion evolved from 2000s Shibuya culture has experienced revival in the 2020s as a genderless movement. Regained popularity among younger generations through TikTok and Instagram, integrating character goods as fashion components. Decoden, character hair clips, and plush bags function as three-dimensional fashion expression, representing a contemporary reinterpretation of kawaii aesthetics.

A training simulation game by Cygames featuring anthropomorphized racehorses as cute girl characters. Became a cultural phenomenon following its 2021 anime adaptation, significantly expanding the horserace fan demographic. Merges character-pushing culture with sports entertainment, establishing a novel kawaii entertainment IP management model through limited merchandise and expansive media development.