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Message from the President
Message from the President
Sanrio’s commitment to Minna Nakayoku: Addressing social issues through smiles
Tomokuni Tsuji
President and CEO
Sanrio Company, Ltd.
Sanrio aims to realize our corporate philosophy of “Minna Nakayoku” (Getting Along Together), which we inherited from our founder, and our vision of “One World, Connecting Smiles.” To map out a clear path toward achieving this vision, Sanrio has established goals covering both our business operations and sustainability activities. These goals are embodied in our 10-year Long-Term Vision of becoming a global IP platform provider and Sanrio Materiality, our framework for addressing social issues through smiles. We believe these two are closely interconnected. For example, as part of the Sanrio Nakayoku Project, one of our social contribution activities, Hello Kitty visits hospitals and other facilities through Sanrio Character Aid events. As our business activities increase the recognition and value of our characters and brand, more people are likely to experience smiles and moments of joy during these visits. In other words, we believe that as our business grows, so does the impact of our sustainability activities, which in turn helps us better achieve the objectives of Sanrio Materiality.
Sanrio established Sanrio Time, which measures the number of smiles we create, as an indicator of progress toward our vision, “One World, Connecting Smiles.” We originally targeted a cumulative 300.0 billion hours of Sanrio Time over the period from FY3/2025 to FY3/2031. Having exceeded that target in FY3/2025, we have raised the bar and now aim to generate 300.0 billion hours of Sanrio Time annually by FY3/2035, the final year of our 10-year Long-Term Vision. We also began counting social contribution activities toward Sanrio Time, and we have created 164.9 billion hours in FY3/2026.
We view this as the result of expanding customer touchpoints through greater interaction with characters in our core licensing and product sales businesses as well as through growth in new businesses such as digital content and games. However, we still have a considerable distance to go before we reach our target of 300 billion hours per year in FY3/2035. Going forward, we will continue using Sanrio’s diverse businesses to bring smiles to people around the world, adding to the smiles we already create while reaching new people and communities.
In FY3/2026, we advanced our efforts to help address the social issues identified in Sanrio Materiality through initiatives in Japan under one of our key themes, “Improve well-being,” including donating 47 wheelchairs through the Sanrio Nakayoku Project and creating welcoming spaces in pediatric wards. In addition to our existing activities, we also further advanced our “Democratize Creativity” initiatives in FY3/2026 by conducting workshops where participants collaborated with Sanrio designers to create original characters. In August 2026, Sanrio held its first cultural sustainability event combining a classical music concert with workshops and other activities.
We also regard the increasing recognition of these activities, alongside their continued expansion, as a positive development. I myself have also had more opportunities to hear from people outside Sanrio that our activities resonate with them. By continuing to communicate the significance of these activities in a variety of ways, the Sanrio Nakayoku Project is becoming an initiative that resonates with people not only because of their connection to our characters, but also because they recognize the value of the activities themselves. I also sense growing interest in having Sanrio visit and provide support.
I believe this progress reflects a change in awareness within Sanrio regarding Sanrio Materiality and Sanrio Time.
We are placing greater emphasis on Sanrio Time and viewing things from an ESG perspective. I feel that every employee is becoming more conscious of Sanrio Time in their daily work as these increasingly factor into decisions by our management team and are incorporated into the goals of each organization. For example, financial results briefings have begun to shift away from explanations that had conventionally centered on sales toward discussions of how many people Sanrio reached and how much Sanrio Time it created. The Smile Mission Award (SMA), an internal recognition program launched in FY3/2024, honors initiatives that not only contribute to sales, but also create new Sanrio Time that generates smiles both inside and outside of Sanrio. I believe the program is helping foster greater awareness throughout the Company. In order to strengthen Sanrio’s global expansion in the years ahead, we are also promoting awareness of our corporate philosophy, vision, and Sanrio Time at overseas subsidiaries through an English-language handbook and town hall meetings.
As Sanrio is ultimately a business, continued growth is indispensable. However, if our sales and profits do not translate into smiles, then there is little meaning in what we do as Sanrio. Our goal is to accelerate and expand this virtuous cycle of business growth enhancing the value of our sustainability activities, which in turn supports further business growth.
Through the continued integration of Sanrio’s diverse businesses and sustainability activities, we will connect our smiles with our customers’ smiles and achieve our vision of “One World, Connecting Smiles.” In doing so, we will continue to embody “Minna Nakayoku” (Getting Along Together) and bring its spirit to life.
October 2026
Tomokuni Tsuji
President and CEO
Sanrio Company, Ltd.
