Sanrio Nakayoku Project Initiatives Overseas | Sanrio Nakayoku Project | Sustainability

Austria

Initiatives with the Austrian
Federal Economic
Chamber

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Hungary

Visits to
Budapest City
Hospitals,
Facilities,
and a
Japanese School

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United States of America

Visits to Youth
Development
Organizations

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Brazil

Support for Children
in Alternative Care

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Mexico

Sanrio Character Aid
in Collaboration
with Government Health
Department

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Mainland China

Donations of Supplies
for Children
in Impoverished Areas

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Hong Kong

Make-A-Wish Initiative
for Children
with Illnesses

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Taiwan

Experience-based Activities
Conducted
with The Children Charity

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South Korea

Support Activities
for Families Facing
Financial Hardships

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Singapore

Donations Through
Walking Events

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Europe

Austria

Initiatives with the Austrian Federal Economic Chamber

In 2024, Sanrio GmbH collaborated with the Austrian Federal Economic Chamber (WKO) to create opportunities for local kindergarten children and children from the Japanese International School to interact and deepen their connections. The program included teaching the children about what Sanrio does and watching a video about climate change that we had produced with the United Nations Development Programme.
In another initiative, Hello Kitty visited a hospital and a vocational training facility for people with disabilities in Vienna, bringing smiles and joy to all involved.

Related subsidiary: Sanrio GmbH

Hungary

Visits to Budapest City Hospitals, Facilities, and a Japanese School

In 2025, Hello Kitty visited hospitals, facilities, and a school for Japanese students in Budapest. Sanrio introduced its business and Sanrio Nakayoku Project activities to the students at the school. Children in a pediatric ward also got to meet Hello Kitty for the first time as part of the Sanrio Character Aid initiative and enjoyed a fun-filled time with her.

Subsidiary involved: Sanrio GmbH

The Americas

United States of America

Visits to Youth Development Organizations

In 2025, Sanrio Inc. visited the Boys and Girls Clubs of America, a leading nonprofit youth development organization in the United States. Sanrio’s after-school program conducted various activities for students, and Sanrio characters gave out character goods. The event brought joy to many students, including many who had been affected by the wildfires in Los Angeles.

Sanrio Character Aid in UCLA Mattel Children’s Hospital

In 2025, Sanrio, Inc. and Sanrio Head Office collaborated on a Hello Kitty’s visit to UCLA Mattel Children’s Hospital (Los Angeles, USA). Together with Hello Kitty, approximately 70 pediatric patients, healthcare professionals, and family members spent a fun-filled time together enjoying coloring, clay crafting, and photography.

Subsidiary involved: Sanrio, Inc.

Brazil

Support for Children in Alternative Care

Sanrio Brazil provides support to children in social care institutions. In 2023, company representatives visited the Sabrina Sato Institute, which supports children in need. In 2024, the company joined local organizations to host a Christmas party at a nursing home.
Sanrio Brazil operates a Hello Kitty Room at a child protection facility and regularly donates Sanrio character goods to local children’s organizations. These initiatives are part of their ongoing commitment to social contribution activities.

Related subsidiary: Sanrio do Brasil Comércio e Representações Ltda.

Mexico

Sanrio Character Aid in collaboration with the local government health department

In 2023, Sanrio Character Aid was conducted at two hospitals in collaboration with Sanrio Head Office and the Guanajuato State Government Health Department.
The event was a joyful and heartwarming experience, with Hello Kitty bringing smiles to many young patients, including several who dressed in Hello Kitty outfits, as well as healthcare workers.

Related subsidiary: Sanrio do Brasil Comercio e Representacoes Ltda.

Asia

Mainland China

Donations of Supplies for Children in Impoverished Areas

Sanrio Shanghai has been providing character goods to elementary school children in impoverished areas since 2023. Heartwarming experiences were created at elementary schools with Hello Kitty handing out scarves, gloves, slippers, and pocket warmers to help the children stay warm in winter.

Sanrio Character Aid in Xinhua Hospital, Shanghai Jiao Tong University School of Medicine

In 2025, Hello Kitty visited the Pediatric Hematology and Oncology Ward at Xinhua Hospital, affiliated with Shanghai Jiao Tong University School of Medicine, in Shanghai, China. In the pediatric wards, Hello Kitty took photos with the children and their families, helping Sanrio spread smiles and communicate the importance of kindness across borders.

Hong Kong

Make-A-Wish Initiative for Children with Illnesses

In 2023, Sanrio Hong Kong joined Make-A-Wish Hong Kong to fulfill the dream of a child with leukemia who wished to meet Cinnamoroll. The day was unforgettable for everyone involved as Cinnamoroll made a surprise appearance to give the child gifts and teach a DIY workshop. Sanrio Hong Kong was honored to receive a certificate of appreciation from Make-A-Wish Hong Kong.

Donation of School Supply Items in Collaboration with an Organization Supporting Economically Disadvantaged Families

In 2025, Sanrio Hong Kong delivered school supply sets to children through OneSky, an organization that supports economically disadvantaged families. On October 4, 2025, in the run-up to the Mid-Autumn Festival, Hello Kitty personally handed out school supply sets to 20 families at the OneSky Global Center, a hub for the organization’s activities. Everyone was full of smiles and had a wonderful time.
This activity formed part of Sanrio’s 65th anniversary initiative to donate 100,000 school supply items featuring original Sanrio Nakayoku Project designs to children around the world.

Subsidiary involved: Sanrio (Hong Kong) Co., Ltd.

Taiwan

Experience-based Activities Conducted with The Children Charity Association

In 2025, Sanrio Taiwan conducted interactive activities in partnership with The Children Charity Association, supporting children with hearing impairments and disabilities. The children learned about the Sanrio spirit of “Minna Nakayoku” (Getting Along Together) and used cookie decorating as a fun and creative way to express themselves and connect with others.
Sanrio characters also made special appearances and provided prizes at a sports event organized by a local NGO for high school and university students. The company is committed to continuing its community engagement and youth support.

Donation of School Supply Items in Collaboration with Nonprofit Organizations

In 2025, Sanrio Taiwan delivered approximately 1,500 sets of original Sanrio Nakayoku Project school supply sets to children in a variety of circumstances through several nonprofit organizations.
This activity formed part of Sanrio’s 65th anniversary initiative to donate 100,000 school supply items featuring original Sanrio Nakayoku Project designs to children around the world.

Subsidiary involved: Subsidiary involved

South Korea

Support Activities for Families Facing Financial Hardships

Sanrio Korea joins with the Korea Youth Foundation on December 24 every year to deliver Christmas gifts to families experiencing financial hardship. Employee volunteers and members of the public personally deliver Sanrio products. In earlier initiatives at the end of 2017 and 2018, employee volunteers joined with the Korean Red Cross to prepare and distribute kimchi to local families in need.

Related subsidiary: Sanrio Korea Co., Ltd.

Singapore

Donations Through Walking Events

In 2022, all employees at SSEA conducted a “Donate Your Steps” charity walking event for the Singapore Children’s Society, an organization dedicated to protecting and promoting the development of local children and youth. The employee who walked the most steps had the honor of choosing the charity that would receive the company’s donations. The unique event raised employee awareness about health while also bringing smiles to children in need.

Related subsidiary: Sanrio Southeast Asia Pte. Ltd.