Message from the President
Message from the President
We will resolve social issues through smiles, setting indicators to achieve Sanrio Materiality
Tomokuni Tsuji
President and CEO
Sanrio Company, Ltd.
Since our company was founded in 1960, Sanrio has brought smiles to people’s faces around the world to uphold our corporate philosophy of “Minna Nakayoku" (Getting Along Together). The idea of “Minna Nakayoku” (Getting Along Together) is a universal value that transcends borders and generations. I cherish that sort of idea and think that having taken on many challenges in business and spread smiles to everyone as we responded to the changing times demonstrates what makes Sanrio unique.
After I became president in 2021, we established the vision of “One World, Connecting Smiles” to enable each employee to more clearly put what is unique about Sanrio into practice. This vision refers to our corporate philosophy of "Minna Nakayoku” (Getting Along Together), which we aim to achieve through Sanrio employees who perform their work with a smile, creating smiles for people that transcend borders, languages, ages, and genders, and spreading the circle of happiness even further afield.
We created the indicator, Sanrio Time, to realize this vision. Sanrio Time consists of two elements: Time Feeling Close to Sanrio, or time customers spend with Sanrio characters, products, and services in various situations in their daily lives; and Time Deeply Absorbed in Sanrio, or time when customers actively engage with Sanrio characters, products, and services. Through Sanrio Time, we measure the time during which we have delivered smiles to customers and attempt to continually increase the amount of Sanrio Time each year.
In the previous Medium-Term Management Plan, we set the target of creating 300 billion cumulative hours of Sanrio Time over 10 years, but were able to accumulate 114 billion hours in FY3/2025, 1.5 times the amount in FY3/2024. Since we were able to achieve our target for creating Sanrio Time early, we raised the target substantially to 300 billion hours a year from FY3/2026. We were able to steadily increase Sanrio Time in addition to business performance by delivering products and services that are close to customers’ lives. I think that fact strongly shows how our vision resonates with customers and that makes us very happy.
To further expand this Sanrio Time and achieve sustainable growth, we formulated a 10-year Long-Term Vision in May 2025 and set the goal of becoming a global IP platform provider. We will pursue bringing smiles to as many people as possible, including those who have had no contact with Sanrio, by actively investing in videos, games, and LBE* in addition to our licensing and product sales businesses, and expanding the variety of IPs.
As the global IP platform provider we aim to become, we are keenly aware of the importance of contributing to the sustainability of people’s lives and society along with our business activities. Smiles effectively reduce stress, maintain mental health, and contribute to improving well-being. Smiles are the basis for building interpersonal relationships, interaction through smiles encourages people to learn from and empathize with one another, and this helps to build community vitality.
Sustainability-conscious management is essential to achieve our vision. We have started Sanrio Materiality by “Contributing to Society through Smiles,” a global initiative we will work on over the next 10 years, beginning in FY3/2025. We address Sanrio Materiality from two perspectives: Value creation and ESG. To address social issues from the perspective of value creation, we formulated 10-year KGIs (FY3/2036) as medium to long-term targets.
By “10-year KGIs” we mean qualitative KGIs for the society Sanrio aims for in 2035 for each element of Sanrio Materiality, based on global market surveys in Japan, the United States, and Mainland China. For the society we aim for, we have specified quantitative KGIs from the two perspectives of social changes that Sanrio brings about and specific contributions by Sanrio. Having demonstrated Sanrio’s presence in society 10 years from now in this manner, in numbers as well as words, shows Sanrio’s resolve to further evolve sustainability management. From the perspective of ESG, we will also endeavor to conduct business activities in a manner that cares for the environment and respects human rights, and engage in transparent business operations.
As we navigate the changing times, we will continue to challenge ourselves to be the Sanrio that has brought smiles to more people, based on our corporate philosophy of “Minna Nakayoku” (Getting Along Together). We will continue to bring smiles to people’s faces around the world through sustainability management based on Sanrio Materiality, to contribute to sustainable lives for people, and sustainable local and international communities.
* LBE (Location Based Entertainment): Real-world contact points centered on providing experiences
October 2025
Tomokuni Tsuji
President and CEO
Sanrio Company, Ltd.
