Nakayoku Stories
October 30, 2024
Sanrio Character Aid
Overseas Activities
Spreading the Circle of Happiness Created by Sanrio
Silvia Figini
Sanrio GmbH COO
Profile
Silvia Figini is the Chief Operating Officer (COO) of Sanrio GmbH, overseeing Sanrio’s global operations in EMEA (Europe, Middle East, and Africa), India, and Oceania, as well as managing the “Mr. Men Little Miss” brand, which originated in the UK. She joined Sanrio in 2019, bringing with her over 20 years of experience in the entertainment industry and expertise in the character licensing business.
Sanrio GmbH has been expanding its operations in Europe, the Middle East, and Africa. The company also engages in social contribution initiatives, like Sanrio Character Aid, in collaboration with hospitals, vocational training centers for people with disabilities, and economic organizations in Austria. We sat down with COO Figini to hear insights she gained from these activities and what’s next for the company.
Sanrio Characters Loved by All Ages Worldwide
Sanrio characters have always had strong recognition in Europe, but in recent years, their popularity has also surged in the Middle East, India, and Oceania. According to the BrandTrends Group 2024 report, awareness of the Hello Kitty brand awareness equals , and sometimes even surpasses, that of her toughest competitors, making her one of the world’s most beloved characters. Characters like Kuromi and My Melody have also seen significant growth in popularity, illustrating how Sanrio and Japan’s “Kawaii” culture are being warmly embraced globally.
The Profound Significance of Sanrio Felt Through Sanrio Character Aid
A Sanrio Character Aid initiative was recently conducted in Austria, involving visits to vocational training centers for people with disabilities and hospitals. At the vocational training school, children from foster care were invited to spend time with Hello Kitty. Some children even arrived dressed in Hello Kitty outfits, excited to take pictures and hug the character. The joy on their faces was unforgettable.
When visiting the hospital, we stopped by the pediatric ward, where children with serious illnesses are treated. The atmosphere was understandably somber for both the children and the medical staff, but Hello Kitty’s visit brought smiles and relief to everyone. Some children who were too ill to leave their rooms proudly showed us their Sanrio merchandise from their beds, which was incredibly touching.
Sanrio's mission is “One World, Connecting Smiles,” and I’ve always worked with the goal of spreading happiness globally. Seeing the children, teachers, and nurses light up during these visits reaffirmed the purpose behind our work and the meaningful value Sanrio brings to people’s lives.
Expanding the Circle of Happiness to More Stakeholders
Sharing the Sanrio Character Aid experience internally sparked great interest among employees. Many expressed the desire to create volunteer days and be involved in similar activities. I plan to develop a system where everyone at the company can participate in such efforts, as these initiatives also help us form new partnerships.
In the wake of the COVID-19 pandemic, the idea of "coming together" resonates more strongly than ever in the European market, aligning with Sanrio’s corporate philosophy of "Minna Nakayoku” (Getting Along Together). Moving forward, we aim to increase our social contribution activities and sustainable business and continue spreading the values that our brand represents. Using the experience and connections we’ve built, we are committed to growing Sanrio in ways that positively impact our customers, partners, employees, and the broader character industry.
Comments
It was really moving to see how Hello Kitty brightened up the faces of the young patients and children, as well as their parents and staff, despite the difficult situation they were in.
This time, Hello Kitty was in Austria to visit St. Anna Children’s Hospital, Austria's oldest hospital dedicated to children and adolescents, and the Jugend am Werk organization supporting children with disabilities and social skills difficulties. These organizations place great emphasis on creating a caring environment, and I think they were a great match to Hello Kitty’s desire to bring smiles to people and the Sanrio Nakayoku Project’s theme of friendship and compassion. The moment Hello Kitty appeared, the faces of the young patients and children, their parents, and the staff all lit up. I remember how moving it was to see.
Another popular event was when we invited children from the Japanese International School in Vienna and the kindergarten of the Austrian Economic Chambers to meet Hello Kitty. The staff members were also delighted to meet Hello Kitty, as they had also been fans since their childhood.
Hello Kitty's first visit to Vienna through the Sanrio Nakayoku Project reminded us of the significance of cooperation between various organizations and the many common values that Austria and Japan share as the country has built their relationship over the years.
Hello Kitty has a great power to “spread smiles and bring everyone together.” We look forward to welcoming Hello Kitty back to Vienna, and to Sanrio and Advantage Austria bringing happiness to more people.
Director General
ADVANTAGE AUSTRIA
Austrian Federal Economic Chamber
Photo credit: Nadine Studeny