Why Sanrio Is More Than Just Cute: The Power of Kawaii
Some Japanese words are recognised worldwide, like Sushi, Samurai, Karaoke, and Emoji. “Kawaii” is also one of them, indicating cute people or things. Sanrio characters are one of the most iconic symbols of “Kawaii.”
Truth be told, I’m a Sanrio lover myself! (I am a 44-year-old woman, in case you’re wondering.) Here in Japan, Sanrio characters don’t just charm kids — they grab adults, too!
Also, Sanrio Co., Ltd. is getting attention as a company with steadily rising stock.
So, whether you are interested in Japanese “Kawaii” characters or their financial success,
you will find this article entertaining!
What’s the secret behind Sanrio’s charm?
As mentioned, Sanrio has maintained a massive fan base across all age groups. They’ve proven their characters aren’t just for kids — they’ve done it remarkably well!
Most Japanese women in their 30s and 40s have memories of being given Sanrio character goods as kids. I remember my parents often gave me Sanrio goods for special occasions like birthdays when I was a little kid.
Now that we’ve reached the age of motherhood, we find ourselves giving Sanrio goods to our kids — with a warm sense of nostalgia.
“Mommy used to love this character,” we say with a smile.
Hello Kitty: A 50-Year-Old Superstar
Sanrio has a long history as a company. It was founded in 1960, and the most iconic character, Hello Kitty, was born in 1974. This 50-year-old cat (no offence, Kitty!) has been an icon in the character industry for so long, and now it is famous worldwide —and a big-screen Hollywood debut is waiting!
The Sanrio Boom in Japan
Recently, the Sanrio boom in Japan has been nothing short of dramatic — its popularity is absolutely massive. In Japan, you’ll spot Sanrio characters everywhere—at a pharmacy, convenience store, supermarket, or department store. They’ve even been featured on bullet trains and aeroplanes. Yes, it’s that serious.
It is no exaggeration to say that the success of their license business served as the catalyst boom.
You could say that the pioneers of the character business have risen to become national (and international) icons for brands everywhere.
So…Why Do People Love Sanrio So Much?
When I asked Sanrio lovers, not only kids but adults, “Why do you like the character?” Everyone’s answers were pretty much the same:” Because it is so kawaii(cute)!” It is just my personal take, but I think it reflects a growing desire for comfort and emotional healing in today’s world.
The Science Behind “Kawaii”
Kawaii, meaning “cute,” actually ties into science. In a 1943 paper published by ethologist Konrad Lorenz, he proposed that humans have an innate tendency to find specific physical features that are “cute.”
According to his theory,
– a relatively large head compared to its body,
– a broad, protruding forehead,
– big eyes positioned low on the face,
it tends to evoke affectionate feelings—regardless of whether the object is a living creature. This phenomenon is known as the “baby schema.”
Sanrio characters have all these traits—no wonder we feel emotionally comforted by their cute visuals.
A Dose of Healing in a Chaotic World
These days, it feels like there’s never a break from bad news—wars, economic troubles, natural disasters. It’s no surprise that people are feeling emotionally drained. While Sanrio’s “kawaii” might not be a direct fix for these global issues, it definitely seems to offer a small but powerful dose of healing in our everyday lives.
If you’re wondering what kawaii really means, check out my other post: “What Does ‘Kawaii’ Mean? Fun Facts About This Word”!
Move Over Hello Kitty? What is Japan’s Most Beloved Sanrio Character?
Sanrio reveals the ranking of the most popular character of the year every year. They have created more than 450 characters, and as is widely known, Hello Kitty is the most iconic character. However, in Japan, not only Hello Kitty but also other faces have come up to the top ranking.
Surprisingly, I also came across the results of popularity polls from various countries overseas. It’s deeply moving to realise that the Japanese child idols I used to pester my parents to buy when I was little are now spreading their wings around the world.
It is worth it to see the world’s ranking and you might be able to see some interesting trends.
It is unfortunate that I can’t show you the characters’ images here, but you can check them out from the world’s ranking link!
How far will Sanrio’s evolution go? The idea of Hello Kitty making her Hollywood debut is nothing short of spectacular. Don’t be fooled by the simplicity of just a character; the power of Kawaii is genuinely excellent.
Sanrio Is Not Only Kawaii: It Also Makes Investors Smile
Sanrio isn’t just about adorable characters that charm kids—it’s a global icon that has grown into a brand everyone, from toddlers to grown-ups, can’t help but adore. Back home in Japan, Sanrio is a shining example of a company that’s not only in everyone’s hearts but also making investors smile with its steadily climbing stock prices. In fact, domestic financial media even honoured it with the 2024 Stock Award!
The selection criteria are based on the following three points:
- ROE of over 10% with continuous improvement
- Sustained growth in ordinary income
- A significant increase in market attention compared to the previous year
And let’s not forget the dividends, which have been on a roll and are making individual investors quite enthusiastic.
I’m convinced that Sanrio’s stock surge can be attributed to a clever mix of a savvy social media strategy and eye-catching collaborations with other company’s products—capturing fans from a wide range of age groups. On their YouTube channel, @HelloKittyandFriends, you can sneak a peek into the world of these cute characters. You might even end up with a new favourite character before you know it!
Moreover, with collaborations with products from other genres, you’re likely to bump into Sanrio characters in your everyday life. Today, you can even see Sanrio characters on the packaging at a department store cosmetics counter.
And if you’ve heard about the latest buzz—a recent major collaboration with the official character of the Kansai Expo in Osaka. With an oddly captivating look, this character comes with that irresistible “limited-time offer” sparkle that any Sanrio fan would find utterly tempting. I’d love to share a photo, but copyright woes keep that as a delightful tease. If you’re curious, give it a quick search and see what all the fuss is about!
Conclusion
The company’s popularity and its stock price growth momentum are remarkable, but I also find their vision very appealing.
“One World, Connecting Smiles.”
You can read more about it on the Philosophy page of their official website, but I think their corporate philosophy is what the world needs most right now.
After knowing the philosophy of Sanrio, I am sure you will love their “kawaii” Sanrio characters even more!
