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
For more information, please refer to Sanrio Nakayoku Project
Metrics and Targets
| Metrics | Scope | FY3/2022 | FY3/2023 | FY3/2024 | FY3/2025 | 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 | 5,000 | 100,000 |
| Number of recipients provided with Sanrio character relief supplies | Non-consolidated | 4,000 | 6,588 | 17,798 | 2,000 | 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 / 831,000 |
900,812 / 835,000 |
915,113 / 856,000 |
- |
| Total donations (JPY) | Non-consolidated | - | 2,321,883 | 3,926,690 | 4,280,000 | - |
| Number of athletes sponsored | Non-consolidated | 1 | 3 | 3 | 5 | - |
Main Initiatives
Contribution to the promotion of sports
Sports that delight and impress people globally, across many cultures and languages, have much in common with Sanrio. We have therefore sponsored five individual athletes from Japan since FY3/2022, who bring smiles to people as they soar to greater heights globally: two skateboarders, two table tennis players, and one para-athlete.
Table tennis athletes Miu Hirano and Miwa Harimoto, and para-athlete Momoko Muraoka sport the Sanrio logo and Hello Kitty on the chest of their uniforms and are taking on the world as a team.
Skateboarders, Yumeka Oda and Momiji Nishiya, sport the Sanrio logo and Hello Kitty on their skateboard decks, showing our desire to support them from below and help them become globally successful.
We will continue to create “future smiles” around the world by providing sports sponsorships to athletes and helping these athletes, who makes their sports look effortless, shine as their true selves, no matter where in the world they go.
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 20,000 people over 25 years, through more than 200 visits (Sanrio survey). In FY3/2025, she brought smiles to 5,000 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 FY3/2025, we provided relief supplies consisting of roughly 2,000 Sanrio character products to the prefectural Board of Education, town halls, Japan Association for Refugees, and other locations in Ishikawa Prefecture affected by the Noto Peninsula Earthquake in 2024. 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 engaing 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 were fully booked up to June 2025. We will begin booking visits for July onward, once we have completed preparations.
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.
Inquiries:
Global Sustainability Department
Sanrio Co., Ltd.
TEL: 03-3779-8087
E-mail: fwg_gs_all@sanrio.co.jp
*Hours: Monday through Friday, 9:30-13:00 and 14:00-18:00
(Closed Saturday, Sunday, and holidays)