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Basic Approach
One of Sanrio’s unique initiatives is the Sanrio Nakayoku Project, our social contribution program. The project creates smiles around the world following our corporate philosophy of “Minna Nakayoku (Getting Along Together).”
Initiatives we are focusing on to address Sanrio Materiality issues include Sanrio Character Aid to “Improve well-being,” drawing classes at child welfare facilities and other places to “Democratize creativity,” and provision of relief supplies to “Raise children’s educational standards.”
We also engage in social contribution activities through partnerships and have partnered with the Japan International Cooperation Agency (JICA) since 2019 on activities to promote awareness of hygiene using a Hello Kitty video on hand washing. We have also partnered with the United Nations since 2019 on implementing the “#HelloGlobalGoals” initiatives aimed at combatting climate change and solving various other social issues.
Sanrio Nakayoku Project
Metrics and Targets
| Metrics | Scope | FY3/2022 | FY3/2023 | FY3/2024 | FY3/2025 | FY3/2026 | Cumulative targets for FY3/2025-FY3/2035 |
|---|---|---|---|---|---|---|---|
| Number of people we delivered smiles to through Sanrio Character Aid activities* | Consolidated | 600 | 1,124 | 3,043 | 1,150 | 6,268 | 100,000 |
| Number of recipients provided with Sanrio character relief supplies | Non-consolidated | 4,000 | 6,588 | 17,798 | 2,000 | 14,061 | 200,000 |
| Number of participants in Hello Kitty hand washing educational activities on hygiene via JICA partnership (cumulative number of people) /Number of video playbacks (cumulative number) | Non-consolidated | 81,195 / - |
895,494 / 8,310,000 |
900,812 / 8,350,000 |
915,113 / 8,560,000 |
918,841 / 8,595,000 |
- |
| Total donations (JPY) | Non-consolidated | - | 2,321,883 | 3,926,690 | 4,280,000 | 8,272,976 | - |
| Number of athletes sponsored | Non-consolidated | 1 | 3 | 3 | 5 | 5 | - |
* Beginning in FY3/2026, Sanrio revised its calculation methodology.
Main Initiatives
Contribution to the Promotion of Sports
Sports have the power to bring joy, inspiration, and excitement to people around the world, transcending cultural and language barriers. This power resonates strongly with Sanrio’s core philosophy of “Minna Nakayoku” (Getting Along Together).
Under the slogan “PlaySmile. Bringing Smiles to the Future Through Sports,” Sanrio has supported athletes who inspire people with smiles and courage since fiscal year 2021 (the fiscal year ended March 2022). These athletes represent Japan on the global stage and embody the spirit of perseverance and positivity. Currently, Sanrio supports five athletes: two table tennis players, one figure skater, one professional golfer, and one para-alpine skier.
Table tennis players Miu Hirano and Miwa Harimoto, along with para-alpine skier Momoka Muraoka, proudly compete on the world stage wearing uniforms featuring the Sanrio logo and Hello Kitty.
In addition, Mao Shimada, a promising figure skater expected to achieve success on the international stage, is working together with Sanrio characters while pursuing new opportunities for value creation through her athletic journey.
Sanrio has also established a partnership with professional golfer Yui Kawamoto, connecting her sporting activities with social contribution initiatives. Through donations of goods linked to her competitive achievements and activities that encourage and support children, this partnership helps bring Sanrio’s spirit of kindness and caring for others to society.
Athletes continue to challenge themselves on their respective stages without drawing attention to the tremendous effort behind their success. Sanrio is committed to helping them shine as their authentic selves wherever they go in the world.
Through continued support for sports, Sanrio will keep creating “smiles for the future” for people around the globe.
For more information, please refer to Sponsorship
Sanrio Character Aid
Sanrio Character Aid, which aims to realize our corporate philosophy of “Minna Nakayoku” (Getting Along Together), is an initiative where Hello Kitty visits children in hospitals, facilities, and disaster relief areas around the world to bring smiles to everyone.
Hello Kitty has continued to bring smiles to more than 30,000 people over 25 years, through more than 280 visits (Sanrio survey). In FY3/2026, she brought smiles to 6,268 people.
Sanrio also conducts similar activities overseas, as a global company.
For more information, please refer to Sanrio Character Aid (touching hearts through character visits) / Inquiries
Provision of relief supplies to local communities
Sanrio provides relief supplies as one of our social contribution activities. In FY3/2026, we provided relief supplies consisting of 14,061 Sanrio character merchandise. We also provide relief supplies overseas, as well as in Japan.
For more information, please refer to Sanrio Nakayoku Project
Provision of monetary donations and support to local communities
We provide monetary donations and support as another of our social contribution activities. In January 2025, we received a letter of appreciation from the Japanese Ministry of Health, Labour and Welfare for providing donations and support to rescue activities, recovery support activities, and Red Cross activities overseas, and to the Noto Peninsula Earthquake Disaster Relief Fund.
The funds donated consisted of donations from our shareholders and Sanrio+ members, and matching funds from Sanrio.
Edutainment business
We are developing our edutainment as a new business based on the knowledge and know-how we have learned from our many years of engaging with children. Our objective is to develop products and services that will support high-quality communication between parents and children, and help foster the individuality and self-esteem of children. We took our first step in March 2023 with the launch of the Sanrio English Master learning materials.
We are applying our design capabilities for colors and shapes that capture the attention of young children along with the expertise and insight we have gained from developing a wide variety of toys. The materials also incorporate academic approaches, such as design-related developmental cognitive science and total physical response (TPR), to further enhance learning effectiveness. The Sanrio English Master materials apply output learning and other science-backed methods proven to accelerate learning. We plan to provide an educational curriculum that will be useful for future generations and teaching materials that can make teaching English easier for busy parents.
For more information, please refer to Sanrio English Master（Japanese）.
Company Visits for Middle and High School Students
Visits are fully booked through March 31, 2027. Bookings for visits from April 2027 onward are yet to be determined. Further information will be provided once details are finalized.
Sanrio welcomes visits by middle school and high school students participating in school career education programs. We also conduct online discussions for students interested in learning about our company. Showing how our business and employees work encourages the students to think about their future profession and career while also giving them insight to our company. We also conduct online discussions for students interested in learning about our company.