Gudetama

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.

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 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.

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.

A long-standing Sanrio character debuting in 1989 as an adorable puppy with characteristic round proportions and endearing expressions. Through extensive merchandise and collaborations, it has achieved particular popularity across Asia. As an evolution of character design, Pochacco represents a driving force in contemporary kawaii culture and remains relevant across generations.

An integrated economic and cultural ecosystem formed by hundreds of Sanrio-developed characters. Led by Hello Kitty, with distinctive characters like Pochacco, My Melody, and Badtz-Maru, they create reinforcing layers of merchandise, collaboration, and content. Theme parks like Sanrio Puro Land deepen customer engagement across multiple touchpoints. By the 2020s, domestic and international expansion has driven rapid revenue growth. Transcending individual character success, the ecosystem is valued as a comprehensive system, representing Japan's largest corporate-led kawaii culture ecosystem.

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.