Sanrio’s secret to its popularity lies in the variety of its characters and their ability to appeal to all kinds of consumers. In short, each of us has a favourite Sanrio character.
This is also why the Character Ranking — the poll where fans vote for their favourite characters — continues to grow in popularity, prompting the company to strengthen its digital presence and expand the number of countries where the event is celebrated with physical activations. Australia, with its two Hello Kitty and Friends cafés, plays a key role, bringing the Character Ranking to life through themed props, branded menus, and custom decorations.
Cafés are also helping to increase awareness of individual characters. The Gudetama Café, which opened in mid-March, has already proven to be a major success, attracting strong crowds and generating excitement. The café offers a range of Gudetama-themed food and merchandise, including a popular all-day breakfast that has resonated well with fans.
In April, the café will also take part in the celebrations for Pompompurin’s anniversary at the Melbourne Hello Kitty and Friends café. The event will feature themed menus, as well as special food and cakes available in-store to bring the beloved pudding character to life.
Experiences and food have always been valuable touchpoints for the company. The first quarter of 2026 marked a milestone for Hello Kitty and Friends, which appeared for the first time at the Moomba Festival with a branded cart. Fans responded enthusiastically to the themed drinks and snacks, as well as the merchandise on offer, including tote bags, hoodies, and T-shirts.
This enthusiasm reflects a broader shift in how characters are perceived. Once considered something tied exclusively to childhood, IPs such as Hello Kitty, Kuromi, My Melody, Cinnamoroll, and Pompompurin are now seen as symbols that express personality and values. As a result, fashion has become a key category for exploring the full potential of Sanrio’s portfolio. Australian clothing brand Threadheads, for example, launched a playful multi-character T-shirt range featuring Pompompurin, Badtz-Maru, Pochacco, and Kerokerokeroppi, while Best & Less introduced a range of Hello Kitty pyjamas and matching robes earlier in April.
On a global level, Sanrio partnered with Converse in March to create a playful lineup that reimagines the brand’s classic Chuck silhouette within the world of Hello Kitty and Friends. The collection also includes a premium version of the Chuck 70 featuring Swarovski crystals, demonstrating how Sanrio characters can extend into high-end fashion. Another example is the Spring/Summer 2026 collection by Monnalisa, launched in February, which combines the brand’s signature elegance with the timeless appeal of Hello Kitty.
The ability to transcend demographics and product categories is what makes Sanrio’s IPs stand out, positioning them as highly resonant lifestyle brands. This is why, alongside entertainment — still a key driver, as shown by upcoming theatrical adaptations of Hello Kitty (developed by Warner Bros.) and Mr. Men Little Miss (produced by StudioCanal and Heyday Films) — sports collaborations are gaining traction.
Recently, the brand partnered with Italian alpine ski champion Sofia Goggia for the first in a series of European collaborations as part of the #BestFriendsInSport campaign. The initiative highlights how characters and athletes can share common narratives, creating authentic connections with fans. Other recent activations include the Formula 1 x Hello Kitty and Friends partnership in the United States and the Australian Open x Mr. Men Little Miss collaboration in Australia. The latter featured Roger Hargreaves’ beloved characters across a range of apparel and accessories, alongside a dedicated branded area in the Australian Open’s flagship store and e-commerce platform.
With such a wide range of characters spanning multiple categories, there truly is a Sanrio character for everyone — ensuring that the company’s momentum will continue to grow in the years to come.
This article also appeared in Edition 54 of The Bugg Report Magazine
