The company has recently announced a capital and business alliance with Japanese animation company IG Port, while earlier this year launching Sanrio Games, its new self-publishing gaming label, as it expands how fans engage with its iconic characters across anime, gaming, and digital experiences.

The latest move sees Sanrio acquire a 4.98% stake in IG Port, investing approximately ¥1.76b (US$11.9m) through a combination of a third-party allotment and private share acquisition. 

The partnership is designed to strengthen Sanrio’s animation capabilities while opening new opportunities to co-develop original IP and expand globally.

Under the alliance, both companies will explore animated projects based on Sanrio’s extensive portfolio of more than 450 characters, while also collaborating on merchandise, games, and new IP creation built around IG Port’s animation expertise.

The partnership supports Sanrio’s long-term vision of becoming a “Global IP Platform Provider,” announced in 2025 under its 10-year strategy, Lighting the Way to Bring Smiles to All.

Tomokuni Tsuji, President and CEO at Sanrio, said investing in IG Port aligns with the company’s ambition to strengthen video production capabilities while creating more ways for audiences worldwide to experience its characters.

“Collaborating with their team will enhance our video capabilities and create new ways to share our IP centring on visual content. This partnership also opens up possibilities to commercialise IP tied to IG Port works and co-create new titles that help us reach new fans worldwide,” Tsuji said.

For IG Port, whose portfolio includes anime production and manga publishing, the partnership combines its content creation strengths with one of Japan’s most recognisable character brands.

Mitsuhisa Ishikawa, President and CEO at IG Port, said the collaboration has the potential to expand the global reach of Japanese character, anime, and manga culture.

The alliance follows another major milestone announced by Sanrio earlier this year—the launch of Sanrio Games, the company’s first self-publishing gaming brand.

Positioned as a new touchpoint for fan engagement, the initiative will see Sanrio release around 10 self-published titles by 2029, beginning with Sanrio Party Land, a Nintendo Switch and Nintendo Switch 2 party game scheduled for worldwide release in autumn 2026.

Rather than treating games as standalone products, Sanrio said the strategy is to integrate gaming with its wider ecosystem, including merchandise, theme parks, membership services, and retail experiences to create connected physical and digital journeys for fans.

Kosuke Hamasaki, Managing Executive Officer at Sanrio, previously said the company has been strengthening its in-house game development capabilities since announcing investments into the gaming business in 2024.

“By continuing to offer titles across a variety of genres and linking them with Sanrio’s other assets, we will further expand our IP and establish an earnings foundation over the medium to long term,” Hamasaki said.

Together, the initiatives reflect a broader strategy for Sanrio to evolve from a character licensing business into an entertainment company spanning multiple consumer touchpoints, as competition intensifies across the global IP economy.

The post Sanrio goes beyond merch with gaming, anime bets to build next phase of global IP growth appeared first on MARKETECH APAC.

Located at Van Hanh Mall, the store represents MINISO’s latest concept, built around character-driven merchandising and immersive in-store experiences. 

The format places intellectual property (IP) at the centre of retail design, with approximately 70% of the product mix dedicated to IP-based items.

The space is organised into themed zones featuring collectibles, blind boxes, plush toys, beauty products, and accessories. 

Installations based on globally recognised characters such as Stitch and Winnie the Pooh, alongside MINISO’s proprietary IP YOYO, are integrated into the store layout to encourage exploration and social sharing.

The store also serves as a launch platform for new and exclusive product lines, including collaborations with Sanrio and Chiikawa, as well as the introduction of additional IPs such as Star Wars into the Vietnamese market.

The opening featured appearances by Quân A.P and a series of on-site activities, including blind box exchange events and mascot performances, aimed at driving consumer engagement and footfall.

MINISO entered Vietnam in 2016 and has since expanded across more than 30 cities, including Hanoi, Da Nang, and Hai Phong. The launch of MINISO FRIENDS reflects the company’s continued push towards IP-driven retail strategies in Southeast Asia.

The new format underscores MINISO’s focus on experiential retail, combining product, entertainment, and character-led storytelling within physical store environments.

The post MINISO launches first MINISO FRIENDS store in Vietnam to mark 10-year milestone appeared first on MARKETECH APAC.

Running from November 1 to 21 2025, the campaign invites fans to lace up their trainers, stretch their minds, and explore MRT stations through a vibrant mix of trivia challenges, a virtual run or walk, and a digital stamp rally. 

Participants can collect coins, earn badges, and redeem exclusive Hello Kitty merchandise along the way.

Those who signed up before 30 September had received early-bird perks, including a 10% discount and bonus coins to kickstart their adventure. 

The fun culminates in a finale event at One Holland Village from November 21 to 23, where fans can pick up their merchandise, enjoy family-friendly activities, and pose at the Hello Kitty photobooth.

The organisers reminded participants to stay vigilant against scams, assuring that the Land Transport Authority and 42Technology Pte Ltd will never request money transfers or banking details over calls, and that all official updates will come via registered email accounts.

The post LTA Singapore, Hello Kitty brings ‘Move Lite Adventure’ delight to commuters appeared first on MARKETECH APAC.

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.

The post Sanrio defends IP by combatting counterfeit goods in campaign launch across SEA markets appeared first on MARKETECH APAC.

Through this, Hello Kitty fans will have the opportunity to create their own communities and connect with their favourite characters in a brand-new virtual world by visiting the digital destination within the MetaGaia app.

Additionally, outdoor installations to promote Hello Kitty Seven Wonders were opened last week at Citygate Outlets, an outlet mall in Hong Kong. This temporary pop-up event enables visitors to enjoy augmented reality experiences through the MetaGaia app as well as to browse Hello Kitty merchandise and participate in mini-games. The pop-up event is scheduled to run until August 31, providing an exciting opportunity for fans to immerse themselves in the Hello Kitty universe.

Commenting on the partnership, Gordon Kwok, CEO of MetaGaia, said, “We are thrilled to partner with Sanrio Hong Kong and bring the beloved characters of Hello Kitty and her friends into the world of MetaGaia. The MetaGaia metaverse offers endless possibilities for exploration and socialisation, and the addition of Hello Kitty will enhance that experience for our users.”

The post Hello Kitty partners with MetaGaia to launch new metaverse experience appeared first on MARKETECH APAC.