In the summer of 1960, Shintaro Tsuji founded Yamanashi Silk Center Co., which released its first products two years later. They sold pouches, dishware, clothing and more, all with the signature strawberry pattern. It was not until 1973 that the company’s name would become the well-known Sanrio. The brand name is composed of the Spanish words “san” and “rio,” which together, directly translate to “saint river.” Tsuji envisioned the company creating an atmosphere of peace and harmony.
“The hope was to create a community of people who could live in harmony and with consideration for each other,” Tsuji said on the Sanrio website.
In 1974, their first character, Hello Kitty, was born alongside her lesser-known friends Patty & Jimmy. The public developed a love for Hello Kitty, and in 1983, she became a U.S. UNICEF children’s ambassador. As the brand’s popularity grew, they released their first film, “Little Jumbo.” Soon after the film’s success, other characters such as Little Twin Stars, My Melody and Keroppi were created. The company began to open “Gift Gates,” or shops, in other countries, beginning in San Jose, California, in 1976.
These “Gift Gates” led to Sanrio products and characters becoming known worldwide. The company produced a wide variety of items including household appliances adorned with their designs. Now, the characters are not only for children, but for people of all ages to love.
“The characters are very cute. I get why it’s very popular,” FHS sophomore Genesis Martinez said.
The “cute” designs of the characters add splashes of color and happiness to people’s lives. They create an exciting opportunity for fans when travelling to countries to visit stores where the brand is even more prevalent.
“I was in Japan, and we went to this little Sanrio store,” Martinez said. “There was a bunch of little Sanrio items that I looked at and I bought some because I thought they were cute.”
Part of the products’ appeal is their ability to help people express their styles and personalize their belongings. Sanrio’s countless partnerships with popular brands such as Adidas and Balenciaga bring in a wider visibility. Adding your own twist to mundane items can add in fun in one’s day-to-day life.
“I really like it, and I think it’s a cute accessory,” FHS freshman Leyla Borela said.
Due to a love of Sanrio, the characters have become incorporated into fond memories.
“During eighth grade graduation, my family brought me a bouquet that had a Kuromi plushy on it,” Borela said.
65 years and 450 characters later, Sanrio and their characters have become a global powerhouse of cuteness. With a consolidated net worth of approximately $957 million and peak net sales this year of approximately $286 million the company may be in its golden age. Throughout the world, Sanrio characters continue to grow ever more popular and bring joy to a variety of people.
