Basic approach
The Sanrio Group aims to grow as a company that provides a comfortable work environment and recognizes employees who take on challenges, and we have set developing a foundation for global growth as one of the goals of the Medium-Term Management Plan (MTMP) (FY3/2025–FY3/2027). As part of this effort, we conduct an employee engagement survey semiannually. The results are used to improve our system for promoting the growth of employees and the Company, such as by providing more opportunities for dialogue and learning.
Main initiatives
Employee engagement survey
The employee engagement survey is conducted semiannually to ascertain factors such as employee motivation toward work, trust in the organization, and desire to contribute, and the results are used to build a better work environment.
President's dialogue
One of the ways we increase employee engagement is by providing opportunities for direct dialogue between the president and employees of the Group. Employees who participate in the discussions can hear from top management about the aspirations for the Group and also communicate their own opinions and expectations. The discussions boost employee motivation and fulfillment.
Record of president’s dialogues
| Method | Participants | Number of participants | |
|---|---|---|---|
| FY3/2022 | Departmental Sessions | Sanrio employees | 210 |
| FY3/2023 | Small Group Sessions | Sanrio employees | 39 |
| FY3/2024 | Small Group Sessions | New graduates and mid-career hires, including from Group companies in Japan | 69 |
| FY3/2025 | Small Group Sessions | New graduates and mid-career hires, including from Group companies in Japan | 91 |
Communicating our Vision, Mission, and Values
The Sanrio Group communicates its Vision, Mission, and Values with all employees in Japan and overseas. We also implement ongoing measures to encourage employee conduct that is in line with our mission and values.
Smile Mission Awards
Since FY3/2024, Sanrio has held the Smile Mission Awards (SMA) as an internal recognition program, to reward practical initiatives that accomplish our mission to “Bring new value to the world of entertainment. Work together to create happiness and joy for the next generation.” The awards recognize any employee, regardless of department, who has created value in a wide range of areas, with the aim of encouraging further value creation.
The Smile Mission Awards
- Business Smile Award: Awarded for initiatives that create significant economic value and create smiles
- Customer Smile Award: Awarded for ambitious initiatives aimed at creating new customer value that produce “Sanrio Time” and create smiles
- Company Smile Award: Awarded for initiatives that create new value and smiles within the company
“T's mart” monthly president newsletter
Published each month on the company intranet portal, the “T’s mart” monthly president newsletter delivers the president’s thoughts and messages directly to employees.
Internal promotion of the Sanrio Nakayoku Project
Every Monday, employees receive an update on the company intranet portal describing the social contributions we are making with the 「Sanrio Nakayoku Project.」We also send the same information to subsidiary companies in Japan and overseas to foster a sense of unity and improve engagement.
The company intranet is also used to recruit employees to volunteer for our Sanrio Character Aid program where Sanrio characters make special appearances at hospitals and other facilities, food drives, and other volunteer activities. Employees can use our Sanrio Nakayoku Time system to take up to half a day, twice a year during working hours (depending on the activity) to participate in volunteer activities they signed up for through the company intranet.
In FY3/2025, a total of 230 employees participated as employee volunteers.
