We are excited to share a cherished tradition at Sanrio retail stores across Japan: a small gift offered with every purchase.

Every customer receives a small gift, which may include stickers, charms, or seasonal collectibles, regardless of how much they spend. After making a purchase, customers can choose their favorite item from four or five available designs at the register, where store staff hand it to them while saying, "This is a gift from Sanrio." The designs are regularly updated, creating new moments of joy and discovery for customers.

This initiative has been led by Keita Kobayashi of Sanrio’s Global Product Sales Division for more than a decade.

"These are what we call Premium Mascots, he explained in an interview. "It's a tradition loved by customers for many years."

"Whether you're a child buying a piece of candy with your pocket money or an adult purchasing a large plush toy, you'll receive a free gift every time," Kobayashi said.

For Sanrio, at the heart of this initiative is the desire to create moments that bring smiles to those who purchase our products and receive the free gifts.

These small gifts are seen as a form of communication, expressing gratitude to customers while carrying the simple wish of bringing happiness when they are shared with loved ones.

"Today, we live in a convenient age where shopping can be done easily with just a smartphone. However, I believe Sanrio shops provide experiences that can only be enjoyed in a physical store," explained Kobayashi. 

"Selecting a free gift with your purchase at the register also creates opportunities for conversations between customers and store staff. When customers give a product with one of these items attached to a loved one as a gift, it can also spark new conversations."

There is a special joy in receiving a gift: holding it in your hands, gently opening the wrapping paper, and wondering what might be inside as you untie the ribbon.

Sanrio wondered if this sense of excitement could last even after the gift was opened. Kobayashi said this led to the idea of "replacing the traditional ribbon with something that could be enjoyed for much longer, such as a charm or accessory."

The idea was to create something that would be enjoyed not only in the moment of opening a gift, but would remain as a source of joy that people could rediscover in their everyday lives. This is how Sanrio's free gifts with purchases began in 1975.

The first item offered was small gold heart-shaped charms distributed during the holiday season. The initiative became one of the earliest traditions in Sanrio's retail history.

Shopping at Sanrio stores has become part of many family memories, sometimes spanning multiple generations.

"Grandparents who once received free gifts with their purchases at our stores now bring grandchildren who receive them too," Kobayashi said.

"Starting something is easy, but continuing it through changing times is much more difficult," Kobayashi said. He believes the longevity of the free gifts with purchases reflects one of Sanrio's strengths: preserving traditions that continue to bring people joy even as the world changes.

That constant renewal also means the creative team is always developing new ideas. Kobayashi said the brainstorming process is a lot of fun, and the team never runs out of ideas as they continue to create gifts that delight fans across generations.

"During planning meetings, team members come up with so many cute ideas that it's actually difficult deciding which ones to choose," Kobayashi said with a laugh.

Sanrio hopes that both first-time visitors and returning fans enjoy a special encounter each time they visit its stores. That is why, instead of creating the same items repeatedly, we have continued to develop new ideas and approaches that bring fresh discoveries with every visit.

Some designs reflect the changing seasons. Summer editions may feature festival motifs such as uchiwa fans or characters dressed in yukata, a casual summer kimono, while winter collections often celebrate Christmas and the New Year. Others reflect trends and events in Japan.

Miniature uchiwa fans featuring popular characters.

"Sometimes we incorporate traditional Japanese motifs, which may appeal to inbound visitors, while at other times we create school-themed designs for students starting a new school year," Kobayashi said.

Even today, these small gifts continue to bring people together in countless ways. Sanrio will continue to cherish these small moments of connection and spread smiles around the world.

©︎ 2026 SANRIO CO., LTD.