Singapore – Entertainment company Sanrio is defending its intellectual property (IP) rights in its new campaign across Southeast Asia, a crucial market for the company. The creator of Hello Kitty and other iconic characters is fighting against the sale of counterfeit goods through the multi-market campaign launch.
The ‘Sanrio Values Authenticity’ campaign begins its rollout in Singapore, Thailand, and Indonesia. It aims to inform consumers about the dangers of fake products while guarding its IP and fostering consumer trust.
The campaign’s core message is rooted in Sanrio’s philosophy of ‘Minna Nakayoku,’ which translates to ‘Getting Along Together.’ It also reflects its vision of ‘One World, Connecting Smiles’ as IP protection will help the brand continue to serve customers in the future.
Sanrio’s strategy includes out-of-home (OOH) and digital advertising across all three markets. This includes placements in Singapore’s Jewel Changi Airport, Bangkok’s centralwOrld, and Jakarta’s Dukuh Atas Transport Hub.
It also features collaborations with content creators like Ang Chiew Ting, Fauzi Aziz, and Leah Shannon in Singapore. Phavida Chiddaycha, Ajummabakorea, and Birdie Parva from Thailand will also be featured. In Indonesia, Sanrio is tapping Sunny Dahye, Andre Hendarto, and Meissie.
Beyond the public awareness campaign, Sanrio is also working with local authorities to strengthen IP enforcement.
Sanrio is also extending its IP protection efforts to China, with initiatives like an online forum and campaigns on news apps and social media.
