Hello Kitty Connects Smiles as Ambassador for the London Grand Sumo Tournament Sponsored

In the heart of London, a historic cultural exchange unfolded as Hello Kitty joined sumo wrestlers at the London Grand Sumo Tournament. Staged in the United Kingdom for the first time in 34 years, the prestigious event welcomed Hello Kitty as its official ambassador, who shared Japan's culture with her signature charm. 

Kai Ito from Sanrio's Corporate Branding Department, who was the Sanrio representative responsible for the project, attended the event in person and shared the excitement surrounding this unique collaboration.

Hello Kitty at the Royal Albert Hall

In October, the Royal Albert Hall — an iconic concert venue in London's South Kensington that opened in 1871 — became the stage for an extraordinary showcase of Japan's national sport. Wrestlers displayed their remarkable strength and skill, captivating the audience with the intensity, tradition, and pageantry of sumo. 

Throughout the five-day event, Hello Kitty made special appearances at greeting sessions near the hall's entrance. 

"I was moved to see so many people of all ages and backgrounds interacting with her," said Ito. The atmosphere was electric, with visitors greeting the character with smiles, waves, and high-fives.

The excitement peaked on the final day during the trophy presentation, when Sanrio President Tomokuni Tsuji personally presented champion Hoshoryu with a giant Hello Kitty plush trophy, about a meter tall. 

"The president was looking forward to seeing how the audience would react to the Hello Kitty plush," Ito recalled. The oversized plush created a playful, unforgettable photographic moment that perfectly matched the grandeur of the moment.

Engaging Young Fans

The tournament also provided opportunities for Hello Kitty and the wrestlers to connect with children, fostering cross-cultural understanding and friendship. In a special event, students from a local school were invited to meet both Hello Kitty and the wrestlers at the Royal Albert Hall.

"As they entered the space and saw her, the excitement was palpable," Ito said. "The children interacted freely with Hello Kitty — giving high-fives, chatting, and enjoying their special time together." 

They also received keychains with Hello Kitty dressed in kimono and had the chance to learn some sumo moves from the wrestlers.

A Celebration of Japanese Culture

Beyond the excitement of the matches, Hello Kitty played a vital role in introducing British audiences to the richness of Japanese culture — particularly its craftsmanship. In the Henry Cole Room at the Royal Albert Hall, a special exhibition showcased traditional Japanese crafts, including collaborations between Hello Kitty and artisans from across Japan.

"We wanted to make Japanese culture more approachable, with Hello Kitty acting as a bridge," explained Kai Ito. The room featured Kyoto fans, Japanese lanterns, and other handcrafted items, allowing visitors to immerse themselves in Japanese culture.

Kensho-maku, or sponsorship banners, featuring Hello Kitty were also on display. In professional sumo, these colorful banners are sponsored by companies or individuals and displayed around the ring during matches. They are a long-standing tradition that adds ceremonial flair, with banners often presented in honor of the winning wrestler.

A highlight of the exhibition was the Daruma dolls designed in the likeness of Hello Kitty, meticulously crafted by local artisans in Takasaki, Gunma Prefecture. The Daruma is a traditional Japanese talisman believed to bring good luck.

"The dolls were handmade with precise, elegant brushwork. Watching the Hello Kitty Daruma come to life was moving," said Ito, who visited the workshop to see the hand-painting process. The production process was featured in a pamphlet distributed at the exhibition.

After its exhibition in the Henry Cole Room, the Daruma dolls were donated to Japan House London, a cultural hub dedicated to sharing Japanese art and craftsmanship. Visitors admired its intricate design, sparking curiosity and admiration for Japan's artistic traditions.

Hello Kitty Visits Windsor Castle

Hello Kitty's engagements extended beyond the Royal Albert Hall and even outside central London. She also visited the iconic Windsor Castle in Berkshire, where she greeted fans of all ages. 

The visit was especially meaningful because of an earlier moment in 2024, when King Charles III, during a banquet welcoming the Emperor of Japan, offered congratulations to Hello Kitty in celebration of her 50th anniversary. 

This moment was one of the factors that inspired Sanrio to partner with the London Grand Sumo Tournament.

"Receiving such recognition for Hello Kitty's 50th anniversary was truly special, and we wanted to express our gratitude," said Kai Ito. When Sanrio learned about the upcoming Grand Sumo event in 2025, the company saw the perfect opportunity to make it happen and deliver smiles to the people of London. 

Sanrio Nakayoku Project

Further outreach was carried out through the Sanrio Nakayoku Project, Sanrio's social contribution initiative aimed at spreading smiles worldwide. 

Hello Kitty visited icandance, a charity providing children with disabilities a space to build self-confidence and creativity through expressive activities. Under a program combining therapeutic approaches with dance education, the children moved freely and joyfully to the music.

Even initially shy children brightened upon meeting Hello Kitty, joining in the dancing and forming a circle while holding hands with her. They also received gifts, including stationery sets and mascots, building cherished moments for everyone involved.

Strolling Through London

In between events, Hello Kitty explored iconic London sites. She also strolled around Richmond Hill, enjoying the gardens and natural beauty while greeting locals along the way.

On these outings, she wore a dress featuring a special tartan design that has been officially registered with the Scottish Register of Tartans.

Since these appearances were unannounced, Ito wasn't sure how people would react — but he was pleasantly surprised. "Everyone welcomed Hello Kitty warmly and seemed thrilled to see her," he recalled with a smile.

From grand halls to historic castles, and from exhibitions to bustling city streets, Hello Kitty's gentle charm and inclusive spirit created moments of warm connection.

Reflecting on the trip, Ito said, "All of our activities in London were based on our corporate philosophy of 'Getting Along Together.' Within that framework, we strive to bring smiles to as many people as possible around the world."

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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: Miruka Adachi