Nakayoku Stories
January 31, 2024
Sanrio Character Aid
Overseas Activities
Sanrio spreads smiles and compassion to as many people as possible
Chris Daniels
Sanrio do Brasil Comércio e Representações Ltda. COO
Profile
Mr. Daniels joined Sanrio do Brasil Comércio e Representações Ltda. (hereafter, SDB) in 1996. He worked in the wholesale and licensing business in the United States and Latin America markets and was appointed Chief Operating Officer in 2009.
*All affiliations and positions in this section are as of the time of the interview.
SDB licenses consumer products, services, cafes and restaurants in Mexico, Central America, and South America.
SDB has been conducting social contribution activities for over 10 years and recently conducted its first joint activity with the head office in Japan. We asked Chris for his thoughts on the first collaboration between the companies.
Social contribution activities are a way to give back to the community
SDB began operating in Latin America over 30 years ago, and Hello Kitty and other Sanrio characters have since become cherished characters, especially in Brazil , Peru, and Mexico.
The local communities support our business, and for more than a decade we have been returning the favor through activities including donating goods to facilities for children, blood donations, helping with COVID vaccinations, and visiting hospitals. We also work with partner companies to involve our fans. We recently held the Hello Kitty Fun Run where participating runners donated food for our partners to distribute to people in need.
Sanrio and SDB creating more smiles with Sanrio Character Aid
This year, the head office in Japan participated in our Sanrio Character Aid program where popular characters visit patients and medical professionals. We have visited many hospitals in past years, but the head office's participation vastly increased the scale of the event, and Hello Kitty was able to meet and interact with over 200 children at a hospital in León, Mexico.
The children light up the moment they see Hello Kitty and when they receive a gift. Seeing their smiles makes all the effort worthwhile. I also think the hospital staff and parents also feel reassured when they see the smiles on the children's faces.
The program was another reminder that Sanrio has the power to bring smiles not only to children, but to adults as well. The Sanrio employees who helped in the event also felt a sense of fulfillment and accomplishment that was different from our everyday work.
Spreading smiles and kindness around the world to continue building trust among our customers
For us to engage in more social activities in the future, we first must make sure that all of our employees are aware that Sanrio has programs like these that contribute to society, foster their interest in social activities, and encourage them to participate. Also, if more employees take an interest in activities conducted outside of Sanrio and can also share their ideas as to what Sanrio can do, we will be able to develop an even greater variety of activities.
I would like us to start conducting more activities related to the environment. The whole world is concerned about the Brazilian Amazon and the ocean environment, and I would like to see us to offer educational events to make more people aware of these issues.
We will continue conducting activities that contribute to society and build trust in Sanrio so our customers can have peace of mind when they purchase our products and services. We also want to continue to make people smile through our business and other activities.
Comments
Hello Kitty's hospital visit had a positive effect on me in many ways
Hello Kitty's visit to Guanajuato hospitals was an incredibly positive experience. This friendly and iconic character brought comfort and joy to patients, creating a warmer, friendlier atmosphere in the hospital, which can often be a tense environment.
Hospitalized children lit up with smiles at the sight of Hello Kitty, whose presence not only provided them with a distraction, but also moments of happiness amidst their health challenges. Her warmth and kindness allowed her to connect with the little patients in a unique way, helping to relieve the stress associated with hospitalization.
Health professionals also highlighted the emotional benefits of Hello Kitty's visit. Interacting with the character allowed children to express their emotions in a playful way, providing emotional respite for both them and their families.
Ultimately, Hello Kitty's presence in Guanajuato hospitals was not only a kind gesture, but also an example of how the magic of beloved characters can positively contribute to the well-being of people battling health issues.
Dirección General Servicios de Salud
ISAPEG