Count Down to Osaka Expo with Special Supporter Hello Kitty Sponsored

Expo 2025 Osaka, Kansai, Japan will kick off on April 13. With the theme of "Designing Future Society for Our Lives," the event promises to showcase technologies, encourage exchange, and help the world imagine the future. 

One key figure joining the celebrations is Hello Kitty. First selected as a Special Supporter in 2023, the Sanrio character brings her unique charm to the Expo 2025, Osaka, Kansai. 

And the excitement is building. With less than two months to go, how is Japan gearing up for the event? Kenji Sakai, in charge of promotion at the Japan Association for the 2025 World Exposition, gave us a sneak peek into what to expect. 

"Not only will each country showcase exhibitions on the theme of life, but it's also a huge matsuri [festival], and we want people to enjoy it as much as possible," he emphasized.

Recently, Hello Kitty starred in three videos alongside Expo mascot, MYAKU-MYAKU, adding her signature touch to the event's outreach. 

Nobuyuki Yoshida is in charge of corporate branding at Sanrio. He explained, "We hope we can help make the Expo a successful international event through Hello Kitty's participation."

The Theme of 'Life'

Over 150 countries and regions are scheduled to participate. Aiming to be a "laboratory for a future society," Expo 2025 will include areas featuring mobility, art, digital, and virtual world.   

Aesthetically, The Grand Ring — a wooden structure designed by Japanese architect Sou Fujimoto — will encircle various areas and pavilions. It is a "crown jewel" of the Expo, said Sakai, set to "symbolize unity in diversity." Visitors will also be able to enjoy the panoramic scenery from the roof terrace.   

Sakai weighed in on the importance of holding an event centered around life and sustainability. "Now more than ever it's important to reflect on how to pass on life to future generations," he said. "We are living in an era when life itself is under threat — whether from COVID-19, conflicts, or climate change. This Expo can offer a vision to bridge divisions and reconnect the world."

Hello Kitty and the Expo

With this vision in mind, it's no accident that Hello Kitty was appointed as a Special Supporter — or as Sakai put it, the "cheering squad of the Expo." 

It turns out that Hello Kitty has also helped promote Japan and the Expo in the past. Hello Kitty was a Special Ambassador in 2015 for the Japan Pavilion at Expo 2015 Milan. In 2017, Minister of Foreign Affairs Taro Kono appointed Pokemon and Hello Kitty as Special Envoys with duties relating to Japan's 2025 World Expo bid. 

Sanrio's corporate philosophy of "Minna Nakayoku" (Getting Along Together) hints at the reasons for this longstanding collaboration. 

"Hello Kitty is altruistic, wanting to help others connect," Yoshida said. "She isn't self-centered, but wants to bring smiles by doing things that make them happy, and by becoming a vehicle for a message." 

"From our perspective," Yoshida continued, "it's our pleasure to be helpful in any way we can to showcase both Japan and the progress of humankind [at the Expo]." 

Furthermore, as Sakai explained, the Expo's theme aligns closely with Sanrio's vision of One World, Connecting Smiles.

Speaking of the ever-popular Hello Kitty, who just celebrated her 50th anniversary in 2024, Sakai noted, "She transcends age, gender, nationality — her appeal is truly global."

A Message of Peace to the World

With this in mind, Hello Kitty is already leveraging her global appeal to spread the Expo's message. Beyond her videos with MYAKU-MYAKU, she has made stage appearances, featured in news articles, and engaged with fans. 

She is appearing on Expo-themed merchandise, and partnering with numerous companies. The Japan Pavilion even includes a  Hello Kitty and Algae collaboration — presented by the Ministry of Economy, Trade and Industry — to highlight the potential of this natural resource. 

Yoshida hinted to us that there is much more to expect, but we will have to get closer to the start of the event to find out. 

As our conversation ended, one thing was clear: anticipation is building, and Hello Kitty is at the heart of the excitement.

"It's always been the wish of Sanrio's founder, Shintaro Tsuji, to create a company or organization that can help others, embodying the idea of 'Everyone Getting Along Together,' and work with other companies as much as possible," he said.  

"As a company, we share the Expo's vision — now more than ever we want to contribute to a world that goes beyond national borders and fulfills visions of peace in the face of conflict," concluded Yoshida.  

For his part, Sakai shared his thoughts as the popular Sanrio character, Hello Kitty, starts off the celebrations. 

"I hope Hello Kitty's presence at Expo 2025 will inspire a sense of unity and joy, encouraging us all to build a world where everyone truly gets along," he said. 

Expo 2025 Osaka, Kansai, Japan runs for 184 days from April 13 to October 13. Check the official website for additional information on the event, including tickets, access, and programs. 

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This article is published in cooperation with Sanrio Company Ltd. All Sanrio characters and character images: ©️ 2025 SANRIO CO., LTD.

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Author: Arielle Busetto