Mission Statement, Vision, & Core Values (2026) of Sanrio Company, Ltd.

From its founding in 1960 as a creative studio to the global character powerhouse behind Hello Kitty, Sanrio Company, Ltd. has built a distinctive purpose: to "bring new value to the world of entertainment", crafting smiles through products, theme parks, digital content and licensing across multiple markets; in May 2025 the company framed its next decade with a 10-year vision titled "Lighting the Way to Bring Smiles to All", signaling a strategic pivot toward becoming a global IP platform through videos, games and location-based entertainment while underlining sustainability via the Sanrio Materiality agenda-and these moves have coincided with record profits driven by global brand initiatives and strategic collaborations.

Sanrio Company, Ltd. (8136.T) - Intro

• Global footprint: licensing and retail presence across Asia, Europe and the Americas; collaborations with global fashion, entertainment and technology brands.
• Product & service reach: consumer goods, digital content, experiential venues (theme parks, cafes, exhibitions), and IP licensing to third parties.
• Strategic focus: transform from a character licensor into a global IP platform provider via content, partnerships and digital expansion.

Mission, Vision & 10‑Year Long-Term Vision

• Mission: "Bring new value to the world of entertainment" - deliver smiles, emotional value and lifestyle integration through characters.
• 10‑Year Long-Term Vision (announced May 2025): "Lighting the Way to Bring Smiles to All" - pivot to a platform model that scales IP across media, commerce and experiences on a global basis.
• Vision emphasis: accelerate digital-first IP initiatives, deepen global licensing partnerships, expand content pipelines and monetize fandom ecosystems.

Core Values & Cultural Principles

• Joy & Empathy - prioritize emotional connection and daily happiness across products and services.
• Creativity & Quality - maintain high design standards and constant character innovation.
• Respect & Inclusivity - create accessible, multi-generational characters and content.
• Collaboration - co-create with external partners (fashion houses, entertainment companies, tech platforms) to expand reach.

Sustainability and Social Responsibility

• Key pillars: circular product design, responsible materials sourcing, reduction of packaging waste, and community-focused social programs.
• Targets include increased use of recycled/low-impact materials, reduced greenhouse gas footprint across manufacturing and logistics, and educational/charity initiatives leveraging characters to address social challenges.

Recent Financial & Operational Highlights

• Drivers of recent performance: strategic collaborations, higher-margin licensing revenue, recovery and expansion of experiential businesses, and targeted global marketing for flagship IPs.
• Risks to monitor: consumer trends, licensing cyclicality, currency exposure, and supply-chain/material cost volatility.

Sanrio Company, Ltd. (8136.T) - Overview

• Sanrio's mission: 'to bring new value to the world of entertainment,' focused on creating smiles and happiness worldwide.
• Emphasis on innovation - delivering unique entertainment experiences across character IP, licensing, digital content, theme parks, and collaborations.
• 'New value' signals continuous adaptation to shifting consumer tastes, digital consumption, and global cultural trends.
• Positioned as a global entertainment leader by leveraging character IP (e.g., Hello Kitty, My Melody, Cinnamoroll) to drive multi‑platform engagement.
• Mission aligns with the long‑term strategy to expand beyond traditional product lines into a global IP platform provider.
• Consistent mission focus over decades underscores Sanrio's dedication to spreading joy through entertainment.

• To evolve from a character products company into a global IP platform that monetizes characters across media, retail, licensing, hospitality, and digital experiences.
• To scale international operations while maintaining brand integrity and local market resonance.
• To foster lifelong emotional connections between characters and consumers that translate into recurring engagement and diverse revenue streams.

• Smiles & Happiness - prioritize emotional value and positive experiences.
• Creativity & Innovation - continuous content and product innovation across physical and digital channels.
• Quality & Trust - uphold product quality and reliable brand partnerships.
• Global Mindset with Local Sensitivity - expand internationally while adapting to cultural contexts.
• Sustainable Growth - long‑term value creation for stakeholders and communities.

• Global IP platform expansion - increasing cross‑border licensing, local content production, and international retail/experience rollouts.
• Digital transformation - character apps, NFTs/collectibles (where applicable), OTT/streaming collaborations, and e‑commerce growth.
• Experience economy - pop‑up stores, themed cafés, parks, and collaboration exhibitions to convert fans into brand evangelists.
• Strategic partnerships - co‑branding with global fashion, lifestyle, and entertainment companies to create new value propositions.

• Shift revenue mix from product sales toward higher‑margin licensing and IP collaborations to scale without proportional capex.
• Invest in content and experience development to deepen fan engagement and generate recurring monetization opportunities.
• Selective M&A or joint ventures to accelerate geographic expansion and digital capability build‑out.

Sanrio Company, Ltd. (8136.T) - Mission Statement

• Platform ambition: pivot from character licensor to global IP platform provider, orchestrating characters across video, games, and location-based entertainment (LBE) as well as licensing and product sales.
• Investment priorities: increased capital and operational focus on video production, interactive games, and immersive LBE venues to deepen engagement and monetization.
• Leadership metaphor: 'Lighting the Way' signals Sanrio's intent to lead and shape industry trends in family-friendly and character-driven entertainment.
• Consumer adaptation: shifts reflect recognition of changing consumer behavior-digital-first consumption, demand for experiences, and cross-media storytelling.
• Philosophical continuity: 'bringing smiles to all' reaffirms Minna Nakayoku-an inclusive, global focus on emotional connection and community.
• Strategic evolution: represents a meaningful expansion from licensing-centric revenues to multi-channel IP ecosystems that combine recurring digital and experiential revenue streams.

• Character-First Storytelling - Protect and evolve character integrity while enabling new narratives across media.
• Inclusivity & Community - Global outreach guided by Minna Nakayoku; inclusive design and multi-generational appeal.
• Platform Synergy - Cross-pollination of IP through licensing, in-house content, third-party games, and LBE.
• Quality & Safety - Maintain rigorous quality control for products, digital content, and venue experiences to preserve brand trust.
• Data-Informed Creativity - Use consumer data to guide content development, merchandising strategies, and location-based programming.
• Sustainable Growth - Monetize IP with attention to long-term brand equity and diversified revenue streams.

• Original animation and live-action video projects distributed globally and via partner platforms.
• Collaboration with global game studios to create mobile and console titles leveraging flagship characters.
• Expansion of LBE: pop-up experiences, permanent attractions, and retail-entertainment hybrids in key global markets.
• Strengthened licensing deals with an emphasis on digital goods (NFT-like collectibles avoided unless aligned with brand safety) and co-branded experiential products.

• Revenue diversification: the pivot toward video, games, and LBE aims to create recurring and high-margin digital/experience revenue streams alongside licensing and retail.
• Capital allocation: expect increased content and experience investment, with potential for JV partnerships in LBE and co-development deals in gaming.
• Brand risk management: balancing expansion with protection of core character equity and long-standing consumer trust.

Sanrio Company, Ltd. (8136.T) - Vision Statement

• Creativity: continuous investment in character development, design innovation, and IP storytelling to create original products and experiences that differentiate the brand globally.
• Friendship: building communities and emotional bonds through initiatives such as the Friendship Program and fan-driven co-creation tools that deepen engagement and retention.
• Quality: rigorous product standards across licensing, retail, and manufacturing to preserve customer satisfaction and long-term trust.
• Integrity: adherence to ethical business practices, transparency in governance, and responsible supply-chain oversight to maintain stakeholder confidence.
• Global perspective: localized strategies for Japan, Greater China, North America, Europe, and ASEAN markets-balancing global brand consistency with cultural adaptability.

• IP-first growth: expanding flagship properties (Hello Kitty, My Melody, etc.) into streaming, gaming, and experiential retail while creating new characters to diversify revenue streams.
• Fan co-creation and community: scaling the Friendship Program and digital personalization platforms to monetize UGC and strengthen lifetime value.
• Quality & sustainable sourcing: enforcing vendor standards and sustainability targets for packaging and materials to meet consumer expectations and regulatory demands.
• Global localization: tailoring product lines, collaborations, and marketing strategies per region to respect cultural nuances and maximize licensing potential.
• Ethical governance: enhancing disclosure, compliance, and stakeholder engagement to preserve trust among investors, licensees, and consumers.

• Friendship Program and personalized fan content platforms that allow co-creation and community sharing.
• Collaborations with fashion houses, tech partners, and media studios to amplify creativity and global reach.
• Operational audits and supplier codes to ensure product quality and integrity across manufacturing partners.
• Localized campaigns and licensing strategies in Greater China and ASEAN to respect cultural context while leveraging core characters.