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Expanding Sanrio Time in Mainland China More Deeply and on a Broader Scale: Growing Our Fanbase Through People’s Faves and Daily Touchpoints to Build a Foundation for the Future
Sanrio Shanghai International Trade Co., Ltd.
Joy Wei
“Faves” and content that generate time deeply absorbed in Sanrio
Consumers in mainland China have highly digitized lifestyles, mainly using social media to browse, consume content, and express themselves. We operate official accounts on major social media platforms (Weibo, WeChat, TikTok, RED, Bilibili, etc.) and have around 8 million followers in total. Our followers are predominantly young women in major cities, including celebrities and influencers, demonstrating high engagement and loyalty.
We post content on social media at least three times a day, creating everyday touchpoints and delivering value that connects us with our audience.
In 2025, our social media content gained around 240 million views and 8.2 million interactions. In particular, our original 3D short animations originating from mainland China have garnered high praise, with content reflecting the lives of the Chinese youth resonating strongly with viewers. As a result, we gained over 2 million followers and over 24 million likes.
While providing social media content that viewers can enjoy on a daily basis, our integrated marketing campaigns also offer a multifaceted experience. We launch three to four campaigns each quarter, creating immersive, interactive experiences through character anniversary events, themed pop-ups, seasonal events, and CSR activities. These initiatives generate billions of media impressions through increased store visits, user-generated content (UGC), and expanded online engagement.
By combining social media strategies with integrated campaigns, we are improving brand recognition, strengthening affinity with our characters, and expanding the influence of the Sanrio brand.
Expanding categories and locations to broaden our reach
Over the past few years, we have rapidly expanded our store network in mainland China. Regardless of whether the stores are directly managed or franchised, we thoroughly maintain a unified brand image and operational structure to communicate the appeal of Sanrio IP to fans in key areas.
In addition to Japanese products, original products incorporating local culture and trends have attracted customers to stores and contributed to increasing brand buzz. Furthermore, directly managed stores function as a showcase for our brand, demonstrating high standards in terms of store displays and product development that licensees use as a reference.
In the licensing business, we have gained the trust and support of partners in various industries, enabling us to continuously create appealing collaborative products and experiences. These collaborations allow Sanrio fans in mainland China to experience comfort and emotional resonance throughout their daily lives, while also helping us expand our fan base and enhance brand value.
A chain reaction of touchpoints drives sustainable growth
The excitement generated offline is spilling over onto online platforms. When we open new stores, fans post about their visits on social media. The spread of this information encourages even more fans to visit. Our integrated marketing campaigns also generate a vast amount of user-generated content (UGC) in the form of posts by KOLs* and fans. The synergistic effects of such online and offline initiatives lead to a continuous increase in exposure.
Our products and services strongly embody the values of empathy and self-expression. Consumers not only purchase products for their own comfort, but also give them as gifts to loved ones and share their purchases on social media, expanding their connections with people who share similar interests and values.
In 2025, around 13 million posts contained Sanrio-related keywords, generating a total of over 850 million interactions including shares, comments, and likes. Many related topics repeatedly ranked highly among top trends, exceeding 100 million views.
At the same time, challenges in the mainland China market include geopolitical uncertainty, intense market competition, and the issue of infringing goods.
Going forward, we will remain committed to the market and strengthen investment in content and marketing, new IP creation, and measures to combat infringing goods, with the aim of achieving sustainable growth in both our brand and business and realizing our Long-Term Vision.
*KOL: Key Opinion Leader. An expert with specialized knowledge and significant influence in a particular field who has a strongly impact on consumer decision-making and opinion formation within the industry.