Free gifts with purchase designed as miniature fabric shopping bags. (Photographer © Japan Forward)
The company behind Hello Kitty has continued a cherished tradition at its stores across Japan for decades: what Sanrio calls "Premium Mascots."
These small items are given free with every purchase at Sanrio shops nationwide, regardless of how much a customer spends. They come in various forms, such as stickers, decorations, and collectibles.
Keita Kobayashi of Sanrio's Global Product Sales Division has overseen the project for more than a decade. He explained that inclusivity has always been at the heart of the tradition:
"Whether you're a child buying a piece of candy with your pocket money or an adult purchasing a large plush toy, you'll receive a free gift every time."
For Sanrio, gifts carry a meaning that goes beyond the items themselves, and this is reflected in how the company views its products. Kobayashi says the core purpose is to make the recipient happy, positioning them as a form of social communication that conveys the giver's heart—whether gratitude or simply a wish to make someone smile.
"We have continued this tradition for more than 50 years because, at its core, we want to bring smiles not only to our customers, but also to whoever receives the gifts from them," Kobayashi said.
Designing Kawaii
One of the most remarkable aspects of these free gifts with purchase is that the designs are constantly changing, meaning no design is ever exactly repeated.
Asked whether the design team ever runs out of ideas, Kobayashi laughed. "Not at all. In fact, we come up with so many ideas that it can be difficult to choose."
Smiling as he looked over an array of free gifts, he added proudly, "The team members themselves are Sanrio fans, so everyone puts a lot of thought into what feels cute and exciting."
Designs are selected based on a simple standard: the team's first reaction should be a spontaneous "kawaii!" The term, now widely recognized in English, means "cute" but also conveys a broader sense of joy, warmth, and delight.
These items often reflect the seasons and current cultural trends. Past summer editions have featured beach sandals, festival motifs, and characters dressed in yukata, a casual summer kimono, while winter versions have included Christmas and New Year themes.
More recently, some designs have even drawn inspiration from trends such as Japan's sticker boom.
A Tradition That Began in 1975
The tradition began more than 50 years ago as a Christmas campaign, a few years after Sanrio opened its first retail store, Sanrio Gift Gate, in 1971.
The first item in Sanrio's "Premium Mascot" gift-with-purchase series was a small gold heart-shaped charm distributed during Christmas in 1975. Notably, this was the year Hello Kitty's first product was released, following her debut the previous year.
While the themes have evolved over time, the core message has remained the same: spreading smiles. This is reflected in Sanrio's founding ethos, "Small Gift, Big Smile," which has since grown into its current vision, "One World, Connecting Smiles." With each item designed to bring joy to customers, the company hopes to continue connecting people through smiles as part of this cherished tradition.
A Closer Look
Some items are purely decorative, while others feature playful details despite their tiny size—sticky notes made to look like a miniature notebook or a tiny bento box that opens to reveal a sticker inside. These small surprises make them especially fun to discover and enjoy at home.
Some series were also designed to be collected, like miniature furniture pieces that could gradually be arranged into a room.
Some designs also incorporate Japanese cultural elements, including omamori-inspired lucky charms and uchiwa fans commonly used in oshikatsu (fandom culture) to cheer for artists and performers, giving them an added touch of Japan that makes them charming souvenirs.
Loved Through Generations
As Sanrio's characters have charmed generations for more than six decades, visiting its stores has become a cherished memory for many people in Japan.
"We have customers who visit with three generations of their families," Kobayashi said. "Grandparents who once received free gifts with purchase at our stores now bring grandchildren who receive them too."
A selection of these items is currently on display at the Sanrio Exhibition Final ver. The Beginning of Kawaii, being held at Mori Arts Center Gallery in Roppongi.
Among the displays is a curated collection of past free gifts with purchase, highlighting how the tradition has evolved alongside Sanrio's broader creative journey.
The exhibition runs through June 21 and traces Sanrio's more than 60-year history. It offers a rare opportunity to take a sweeping view of the many milestones that have shaped the company.
A Special Tradition
These free gifts with purchase are only available at physical stores—a deliberate decision that reflects Sanrio's emphasis on the in-person shopping experience, even as online shopping continues to expand.
"There are experiences you can only have by actually visiting a store," Kobayashi said. He explained that receiving a free gift with purchase directly from a staff member is itself part of what makes the experience meaningful.
"We want Sanrio shops to feel like special places," he added. "Not simply stores where products are lined up for sale."
These items may be small, but they reflect something that has remained consistent throughout Sanrio's world: the importance of small, thoughtful interactions that help spread smiles to everyone.
A Small Gift from Sanrio
After more than half a century, this tradition shows no signs of slowing down. So what has kept it going?
Kobayashi points out that these items are more than simple giveaways. They are a way for the company to connect with customers and fans.
"We don't see products as just merchandise. They are also a form of communication," he said.
When staff present the free gifts with purchase for customers to choose from, they typically say something like, "Here is a small gift from Sanrio. Please choose one."
It is a simple gesture, but one that helps make the shopping experience feel more personal and welcoming. For customers buying gifts for friends or family, there is also the added pleasure of choosing a small extra item for someone they care about.
This tradition continues to bring small moments of joy to fans, customers, and gift recipients alike.
Kobayashi says he hopes visitors to Japan will experience that same feeling for themselves by stopping by a Sanrio shop.
This article is published in cooperation with Sanrio Company Ltd. All Sanrio characters and character images: © 2026 SANRIO CO., LTD.
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Author: Miruka Adachi
