Daniel Manning 
President and Chief Executive Officer Tomokuni Tsuji (center) with the Sanrio startup event participants. (Photographer ©JAPAN Forward)
The world of Hello Kitty and friends is not just about cute characters and collectibles — it is also inspiring a new wave of innovation for social good. At the recent Sanrio startup event, young entrepreneurs from Japan and South Korea pitched ideas using technology and creativity to bring happiness to people's lives. Sanrio awarded the winning companies ¥1 million JPY (approximately $6,700 USD).
The event was full of playful optimism, echoing Sanrio's philosophy of "connecting smiles" through friendship and joy. From mental health apps to interactive games and storytelling, the startups showcased how the company's lovable characters and values could help solve real-world problems in a fun way.
Rather than focusing on profit, the startups emphasized social impact — helping people connect, feel included, and smile, just as the company has done for decades. By harnessing Sanrio's brand magic, these entrepreneurs sought to channel the positivity of kawaii culture into meaningful social impact.
Balancing Digital Lives with a Smile
In the category of well-being, the winning pitch came from HUSTLERS Corp. CEO John Moon, whose project tackles a major issue — smartphone overuse and mental well-being. HUSTLERS developed "Turning," an app that encourages mindful smartphone use.
"The issue of attention deficit caused by smartphone use is a serious global problem," Moon explained. His app detects unconscious scrolling and prompts users to take positive actions — like solving a puzzle or practicing meditation — to refocus on real-world connections.
Moon proposed integrating Sanrio's friendly characters to make the experience even more engaging. "Together, we can support the next generation in managing their smartphone usage independently and promote a healthier digital lifestyle," he suggested. Imagine Hello Kitty popping up to remind users to take a break — Turning makes that possible.
Later, Moon revealed that he sees Cinnamoroll as the perfect character for this role. He added, "Personally, I love Kuromi, too!" His vision aligns perfectly with Sanrio's mission of spreading smiles and helping people reconnect.
Play, Create, Connect
Kento Naruse, Bufff Inc CEO and winner of the Creative category focused on the power of play to bring people together. Bufff's platform allows anyone to create simple games and share them with friends and family. "Our business is centered around games as a form of communication," Naruse explained. His goal is to make creation accessible to everyone, from families designing their own mini-games to friends collaborating on unique experiences.
"Games are an interactive experience where players can succeed, fail, and cooperate — creating joy and connection," he said. By integrating Sanrio characters into the platform, Naruse envisions users interacting with Hello Kitty and friends as playable characters or guides.
He also sees an opportunity to promote lesser-known Sanrio characters through games, allowing rising artists and IPs to gain recognition. It is a delightful mix of innovation and Sanrio's collaborative spirit — turning game nights into opportunities for connection and creativity.
Storybooks of Smiles
Another touching pitch came from CEO Keita Kuninori of ÉHON INC, who aims to boost children's self-esteem through personalized stories where children become the main characters. "We want to create a future where children regain confidence and happiness through personalized storytelling," he explained.
Although he did not win, Kuninori envisioned "Smile Story," an interesting series of books where Hello Kitty and Friends join children on adventures. Parents can even include personalized messages of encouragement in each book.
Innovation and Creativity, the Sanrio Way
Whether through apps, games, or books, every startup at the event had one goal: to use creativity to care for people. Sanrio's startup initiative is more than just a competition — it is a playground for innovation, where the mission is not just to build successful businesses but to make the world a little brighter.
By encouraging social impact-focused entrepreneurship, Sanrio is fostering a new generation of creators who align with its values of love, friendship, and inclusivity. "What's important is using Sanrio's brand power to create social impact," one participant emphasized — a sentiment echoed by all the finalists.
Shaping the World Through Smiles
The winners, John Moon and Kento Naruse, exemplified the spirit of innovation with purpose. Their projects highlight Sanrio's evolution from a beloved character company into a platform for meaningful change. By hosting events like this, the company is proving that cute can be powerful and that smiles — big or small — can shape the future.
"The participating companies presented outstanding ideas and services, making it a difficult decision for the judges," said Managing Executive Officer Yuko Tsuji, one of the panel judges. "This was an invaluable experience that allowed us to meet many innovative startups. We hope that by collaborating on the ten social issues outlined in our 'Sanrio Materiality,' we can spread even more smiles around the world."
As the company's Global Sustainability Department Senior Manager Kentaro Sakai shared his thoughts. "Our ultimate goal is to shape a world where everyone gets along together and create positive social impact through business activities that align with Sanrio's core materiality themes, such as promoting well-being and democratizing creativity."
For fans and young adults, the key takeaway is inspiring: Hello Kitty and her pals are not just nostalgic icons but catalysts for social innovation. Through partnerships with startups, Sanrio is opening the door for a new generation of changemakers to collaborate in its mission of spreading joy.
From balancing digital wellness to gaming and storytelling, these projects show that anyone — whether a startup founder or a lifelong Sanrio fan — can play a part in making the world a kinder, happier place.
Congratulating the winners, President Tsuji said, "They presented a vision of a world that truly aims to create a space where all customers can smile."
This article is published in cooperation with Sanrio Company, Ltd. All Sanrio characters and character images: ©️ 2025 SANRIO CO., LTD. TOKYO, JAPAN
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Author: Daniel Manning
