Nakayoku Stories
June 25, 2024
Initiative with JICA
Overseas Activities
The handwashing and hygiene awareness activities reminded us that the charm of our characters transcends borders and cultures.
Kentaro Sakai
Global Sustainability Department
Profile
Mr. Sakai joined the company in 2016. As part of the Overseas Business Department, he was in charge of North and South America and coordinated with local employees in the licensing business. In 2021, he joined the President's Office where he was in charge of SDG measures and subsequently transferred to his current position in the Global Sustainability Department. As a senior manager, he is responsible for the operational management of the Sanrio Nakayoku Project and sustainability measures.
*All affiliations and positions presented on this page are as of the time of the interview.
Sanrio has been working with the India Office of the Japan International Cooperation Agency (JICA) since 2021 to raise awareness of handwashing and hygiene practices for children in India. We asked Mr. Sakai, who was in charge of the project, to tell us his impressions from his visits with Hello Kitty to elementary schools in India.
Sanrio and JICA are fully dedicated to raising handwashing and hygiene awareness in India
In India, it is very common for people to use their hands to eat, but the practice of washing hands with soap is still not widespread. Improving the sanitary conditions is an urgent issue because many people die from infectious diseases. Through its India Office, JICA is collaborating with various companies for a campaign called Achhi Aadat, which means “good habits” in Hindi. When we learned about the conditions in the country, Sanrio was eager to join with JICA to communicate the importance of proper hygiene.
One of the ways we are participating is by producing a video of Hello Kitty singing in Hindi about the proper way to wash hands. To joyfully engage children as they learn, the video incorporates dancing, handclapping, and foot stomping. JICA is also using the video for similar programs in Sri Lanka and Bangladesh. The video has received over 8.35 million views*, and we believe it is contributing significantly to making handwashing a standard practice.
Hello Kitty also visits sites to teach children how to wash their hands. When we started, the worldwide pandemic prevented us from going to the sites, so we connected online from the Tokyo headquarters so Hello Kitty could talk to the children about the importance of washing their hands.
*Total views of the English- and Hindi-language videos as of October 2023
Seeing the children's smiles with my own eyes reminded me of Hello Kitty's appeal
This year was first time I went to an event site in India. Since we couldn't visit the site ourselves beforehand, JICA prepared everything and created the schedule. Sanrio is not as well-known in India as in Japan, and I think some of the schoolteachers had never heard of Sanrio. JICA explained that Sanrio was working with the United Nations to promote the SDGs and gave them an idea of what to expect. During our visit, I could feel how JICA members were enamored with Hello Kitty and respected what we were doing.
During our stay, we went to an elementary school. JICA started by having a representative talk to the children about the importance of handwashing. Then Hello Kitty came out and showed how to wash with a song and a dance. Hello Kitty then asked the children to promise to teach what they learned to their siblings and families so the message would be passed on to as many people as possible.
Some of the Indian children didn't know Hello Kitty, but when she appeared all of the kids broke out into big smiles. Seeing that made me realize that knowing Hello Kitty didn't matter, because she has a universal ability to touch people's hearts. Holding events in India was a challenge for me because it is so different from Japan. It was also gratifying to hear that the events also led to some of the children becoming interested in learning about Japan.
We want to expand the Sanrio Nakayoku Project and Sanrio business around the world
While I was in India, we held handwashing and hygiene awareness activities at three local elementary schools, a hospital, and a school for Japan nationals. We plan to collaborate with JICA to continue the program and put smiles on more children's faces.
The events reminded me of the appeal of Sanrio characters. Regardless of country or culture, they have the power to move people's hearts and make people feel heard. I think this is the result of Sanrio using its business to always try to closely engage with people. I spent some of my childhood in the United States, and I remember feeling lonely in the unfamiliar environment but also how it would cheer me up when I saw a Japanese character somewhere. I hope our business activities and the Sanrio Nakayoku Project will continue expanding around the world so Sanrio characters can spread cheer to everyone. Like in India, the Sanrio Nakayoku Project could be the first time that people get to know Sanrio and Hello Kitty, so I think these activities are something we can be proud of everywhere we do them.
Comments
The time spent with Hello Kitty will be an eternal treasure for the children.
We visited a number of schools, hospitals, and NGO-run facilities in India. The moment Hello Kitty appeared, the children's faces lit up and the whole atmosphere instantly brightened. Seeing not only the children, but also the adults interacting with Hello Kitty as if they were children again made a deep impression on me, and made me realize the great appeal and power that Hello Kitty has for people of all ages.
Coordinating the events in India included many last-minute changes, and I would like to express my gratitude once again to everyone at Sanrio for their courteous and diligent cooperation. We look forward to working with Sanrio and the Sanrio Nakayoku Project to share the hope and joy with many more children in the future.
India Office Staff
Japan International Cooperation Agency