Efforts to Be Close to Each Generation, from Children to the Elderly

Today, we continue our work through Sanrio Character Aid while also taking part in initiatives organized by other groups, such as “Secret Santa with Love” and “Making Kimchi with Love,” as part of our social contribution activities.
“Secret Santa with Love” is an activity organized by the Korea Youth Foundation. Each year, it recruits 1,004 volunteers, a number chosen because the Korean words for “1004” and “angel” have the same pronunciation. The volunteers are divided into teams of five and, on Christmas Eve, visit the homes of 1,004 children facing economic hardship to deliver gifts. Volunteers pay about 1,500 yen as their participation fee, with the funds used to purchase Christmas gifts for the children. In addition, each team member takes on a role, such as dancing or performing magic tricks, and entertains the children with their act as they enjoy Christmas Eve together. We began participating in this activity in 2015 in response to a suggestion from within the company. When we first began participating, we gave Sanrio gifts only to the children. Since around 2020, however, we have also given gifts to the volunteers.

We also wondered if there was something we could do for elderly people as well as children, so we began taking part in “Making Kimchi with Love,” an activity organized by the Republic of Korea National Red Cross (“Korean Red Cross”). Kimchi is a traditional side dish that no Korean meal feels complete without. However, it is not inexpensive, and making it can be difficult for elderly people living alone. So, working with around 20 volunteers from the Korean Red Cross, we spend about four hours making kimchi using approximately one ton of Chinese cabbage. We make enough kimchi to fill 400 containers, which we then hand out to elderly people. Hello Kitty also makes an appearance to cheer everyone on. At the time announced in advance by the Korean Red Cross, elderly people line up for kimchi, and before anyone knows it, the line has cleared and all the kimchi is gone. The joy and sense of accomplishment we get from this activity are enough to make us forget even the physical strain of making kimchi.

Comments

Social Contribution Activities That Give Shape to the “Power to Share Happiness”

I believe the greatest value Sanrio brings to society is the “power to share happiness.”
Through “Secret Santa with Love,” Hello Kitty and her fellow Sanrio characters have brought children dreams and hope together with Christmas memories that warm the heart. I believe this event has also become an invaluable opportunity for the 1,004 volunteers to share joy with the children and the members of their teams, and to feel a real sense of connection with others.
By continuing this activity with Sanrio for more than 10 years without a single cancellation, we have been able to make Christmas more special for many children. I believe that among Sanrio’s social contribution activities, “Secret Santa with Love” is especially meaningful. This is because it embodies the spirit of our founding ethos: that even small gifts can create smiles and help spread happiness.