Mölkky: How Sanrio is Promoting Inclusivity Through the Emerging Sport Sponsored

In August, around 3,211 players from 15 countries gathered in Hakodate — a city famous for its seafood — to compete in the Mölkky World Championship. This marked the first time the championship was held outside of Europe.

Mölkky is a Finnish throwing game that has become increasingly popular in Japan as a universal sport. Despite its tricky pronunciation — closer to "me-luh-kku" and not "mol-ky"— the game is known for its simplicity.

It's fair to say that the game is making a social impact beyond the realm of sports in Japan. Its accessibility attracts a diverse range of participants, from competitive athletes to people with disabilities. Great for team-building, it's also fun for friends enjoying an afternoon at the park.

Hello Kitty Welcomes Players

On August 23, Hello Kitty greeted players at Hakodate Airport. Sanrio, the company behind the beloved character, is the top sponsor of the Japan Mölkky Association (JMA).

A line quickly formed for photos with Hello Kitty, who was dressed in the colors of the Sustainable Development Goals (SDGs). Everyone smiled as they discussed the best way to pose with Japan's star character.

A husband-and-wife team called MC Sagamihara and their children were among the crowd. They said, "We've made so many new friends through Mölkky, the elderly, young children, and people with hearing impairments. Our children can also play the game."

The rules are simple. A set consists of a throwing pin called a Mölkky and 12 shorter wooden pins numbered from 1 to 12. Each team takes turns throwing the Mölkky. Knocking over one pin scores the number of points marked on it while knocking over two or more pins scores the number of pins knocked over. The first player to reach exactly 50 points wins the game. However, scoring more than 50 will set the player's score back to 25 points.

'A Great Vibe'

The Mölkky World Championship on August 23-25 had two parts: a nation match on the first day and the championship on the second and third. 

The nation match began at noon in Showa Park, but by 10 AM, players from Australia, the defending champions, were warming up under Hakodate's expansive sky.

Drawn to their energy, I asked what they loved about the game. 

"It has a great balance between luck and skill. You could be playing for the first time and still beat the world's best player," said Hugh Raper.

As we spoke, a German player came over to give hugs to the Australian team. 

"It's really lovely to meet people through Mölkky," said Raper. "You're immediately friends, and it's just a great vibe."

The "spirit of friendly competition," as Japan Mölkky Association President Shuichi Yatsuga would later emphasize, was evident throughout the park.

Connecting Smiles

Nobuyuki Yoshida, who is in charge of sponsorships at Sanrio, was visibly moved by the positive energy at the event. "As a company, we truly believe in our vision of 'One World, Connecting Smiles,'" he explained. "We're exploring different ways to achieve that, and these athletes and the world of sports embody this vision in their unique ways."

When asked how he felt about Sanrio sponsoring such an inclusive sport, Yoshida replied, "Hello Kitty has become somewhat of a symbol for Mölkky in Japan, and that makes us really happy. She even attended the previous championship in Finland, and every time, people's eyes light up when they see her." Sanrio has been supporting JMA since 2022.

Health and Wellbeing

A burst of cheers and applause drew our attention to a group in white shirts practicing for the next day's championship. The team leader introduced herself as Aiko Mori, chairperson of an NPO association for sports instructors for people with disabilities.

"You'll be surprised to hear how old they are," she said with a smile. "Some of them are in their 70s or 80s!" 

Her team had traveled from Ota Ward, Tokyo, for this event. Some of them have physical disabilities or have pacemakers. Yet, despite their long journey, the 16 members were full of energy and ready to embrace the challenge.

"Mölkky is great because it stimulates the brain. Physically, it's not too demanding," Mori explained. 

A Pediatrician's Vision

Mölkky is typically played in teams, where each member gets a turn to throw. This setup encourages players to recognize each other's strengths and weaknesses and develop strategies together.

A person who has been instrumental in spreading the sport in Japan is Shuichi Yatsuga, the President of the Japan Mölkky Association (JMA). He works as a pediatrician at Hakodate Goryoukaku Hospital and believes the sport fosters cooperation and inclusivity.

"There are many commonalities between Mölkky and Sanrio's corporate philosophy of 'Getting Along Together,'" Yatsuga noted. "Both strive to create environments where everyone can enjoy themselves without discrimination."

A Mölkky Boom in Japan?

All that is required to play the game is a single Mölkky set. That and its wide accessibility are reasons for its growing popularity. Another factor is comedian Tetsuya Morita, Japan's official Mölkky ambassador, who promotes the game through humor. "I didn't expect it to become so popular. I've made it harder for myself to win," he joked.

This surge in popularity, especially among younger generations, is evident. International Mölkky Organization (IMO) President Damien Landais remarked, "In the past five years, Japan's Mölkky community has grown enormously. It's probably the fastest-growing country in terms of Mölkky players."

The Japanese national team, wearing uniforms adorned with Hello Kitty designs, looked forward to the game's growth. "Just imagine how skilled the children starting Mölkky now will be when they grow up. They'll surpass us in no time," said Shohei Matsubara.

Bringing People Together

Despite language barriers, Mölkky quickly created a sense of camaraderie among players at the championship. A Japanese team, VistAA, recalled a warm moment when the Australian team recognized them from previous championships and gave them a high-five on the bus. 

Similar sentiments were echoed by a French team called Mölkky Mauges. "We have friends all over the world. For instance, we played a friendly match with Japanese players who we met previously in Finland and the Czech Republic," a member said.

When asked about inclusivity, the player introduced François Perrin, a teammate who, despite a hand injury from work, is the French national champion. 

Bringing Countries Together

The sport also offers opportunities for international exchange between countries. At the nation match was Suvi Sundquist, the Commercial Counsellor at the Finnish Embassy. She was proudly waving the Finnish flag to support her team. "It's overwhelming to see Mölkky so well received in Japan," she said. "I love how the sport fosters inclusivity and mutual support. Exchanges like these will undoubtedly strengthen Japan-Finland relations."

Who Won?

At the semi-finals on August 23, Hong Kong secured third place with their impressive strategic play, which they said was the favorite part of the game. To play well, "just stay focused and don't panic," they advised.

In the finals between Finland and Australia, the competition reached a truly global level — the tension was palpable. The earlier casual atmosphere had given way to intense focus, with the crowd growing silent for each throw. The spectators seemed equally invested in both teams, applause erupting after every good throw. 

Both teams showcased exceptional skills. Australia's impressive vertical shot managed to knock down only the Number 7 pin from a tight cluster, earning them exactly 50 points to win the second set. 

However, it was Finland that clinched the championship with bold and precise shots, winning three sets to one. They were awarded medals and, of course, Sanrio plushies at the ceremony held two days later. "We feel great. It was a very exciting game, and we believed in our team," said a Finnish team member.

Sanrio's Yoshida said, "We believe our company's vision, 'One World, Connecting Smiles' aligns closely with the values that Mölkky embodies. As a sponsor, we hope to continue promoting the sport in ways that go beyond just financial support."

This article is published in cooperation with Sanrio Company Ltd. All Sanrio characters and character images: ©️ 2024 SANRIO CO., LTD. 

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Author: Miruka Adachi
Photographer: Shaun Fernando