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Basic approach
Sanrio is working to create an organization where diverse employees can grow while drawing on their individual strengths and respecting one another. We also a"im to create an environment where every employee can find fulfillment in their work and take on challenges by putting our corporate philosophy of “Minna Nakayoku” (Getting Along Together) and our Vision, Mission, and Values (VMV) into practice.
To this end, we conduct an employee engagement survey twice a year and draw on employee feedback in managing the organization and planning measures. We use the survey results as the basis for continuous improvement activities that build an organization in which Sanrio and our employees can grow together.
Main initiatives
Employee engagement survey
Sanrio has conducted the survey since 2020. In 2025, we expanded the scope of the survey to also include part-time employees at our head office and logistics sites. In FY3/2027, the survey covers all employees, including part-time store employees.
Through these regular surveys and the improvement initiatives based on their results, we are creating a workplace where each and every employee can thrive, regardless of employment status.
In the FY3/2026 employee engagement survey, the percentage of employees who responded positively were 94% for affinity with the corporate philosophy of “Minna Nakayoku” (Getting Along Together), 93% for affinity with the Vision, 90% for affinity with the Mission, and 84% for whether they understood the Values.
These high levels of resonance and understanding underpin collaboration among a diverse workforce and organizational cohesion. They serve as a driving force for sustainable value creation even amid rapid changes in the business environment.
We will continue to communicate our corporate philosophy and VMV, enhance employee engagement and seek to achieve sustainable growth alongside enhanced corporate value by maximizing the value of our human capital.
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 |
| FY3/2026 | Small Group Sessions | Mid-career hires (regular employees, commissioned employees, and dedicated staff) | 61 |
Communication the Vision, Mission, and Values
Sanrio implements a range of initiatives to ensure that its corporate philosophy of “Minna Nakayoku” (Getting Along Together) and its Vision, Mission, and Values (VMV) are put into practice in day-to-day work and decision-making.
We provide information through the VMV Handbook and posters so that each employee can understand the corporate philosophy and VMV and think about how they relate to their own work. Messages are also communicated from executives through a series of articles on the company-wide portal, and we hold internal events where management speaks directly about the corporate philosophy and their commitment to the business. These initiatives foster understanding of the philosophy through dialogue between management and employees.
In addition, new employee training gives participants an opportunity to gain a better understanding of Sanrio’s philosophy and values, while level-specific training includes programs in which participants think about how to embody the VMV in organizational management and decision-making.
Through these ongoing initiatives, we are fostering an organizational culture that is unmistakably Sanrio’s: One where employees work together on a foundation of shared values and a diverse workforce can thrive.
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 future generations.” The awards recognize any employee, regardless of department or type of employment, 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 FY3/2026, 207 employees participated as employee volunteers. In 2026, we also established “Volunteer Month” as a month-long period for conducting Sanrio Group volunteer activities, with 418 employees participating in the inaugural year.
