Hello Kitty during a virtual parade "Musical Treasure Hunt." (©2026 SANRIO CO., LTD)
For more than six decades, Sanrio fans have been part of its world of kindness, friendship, and heartfelt connection. From Hello Kitty to Cinnamoroll, these characters have crossed languages and borders under the vision of "One World, Connecting Smiles."
That vision now extends into the digital space through Virtual Sanrio Puroland, a permanent metaverse platform that reimagines the Sanrio experience for a global audience. More than half of its users access the platform from overseas.
While Sanrio Puroland in Tokyo is a beloved real-world theme park, Virtual Sanrio Puroland offers something uniquely different. It is not merely a digital replica of the physical park but a space where fans can explore the endless possibilities of virtual technology.
Now is the ideal time for newcomers to discover Virtual Sanrio Puroland, according to Hitomi Yamashita of Sanrio's Digital Business Development Department.
The Sanrio Virtual Festival is a major annual event bringing people together with live shows, performances, and collaborations with artists, VTubers, and creators. The 2026 edition runs from February 8 to March 8. At the same time, Virtual Sanrio Puroland welcomes a major update with new attractions and events.
How It Began
Virtual Sanrio Puroland began in 2021 as a two-day virtual music festival called the Sanrio Virtual Festival, at a time when metaverse platforms were only starting to gain traction.
"Sanrio has always had a culture of trying new things," Yamashita explains. "There was a shared feeling that we wanted to take on the challenge of digital spaces."
Now, the project has evolved into a permanent virtual world. Since December 2025, it has been an always-available destination where fans can drop in casually — to relax after work, catch up with friends in different time zones, explore their creativity, and collaborate.
How Do You Play?
Virtual Sanrio Puroland is accessible through a free VRChat account, a social VR platform used worldwide. Users can explore on a supported PC or mobile device, or on a compatible VR headset for a fuller, immersive experience.
Entry to Virtual Sanrio Puroland is free, but some experiences require tickets. During the Sanrio Virtual Festival, many types of content are accessible at no cost.
Surrounded by Kawaii
From the moment you enter Virtual Sanrio Puroland, it's clear this is more than a digital version of the theme park. Step into a fully immersive 360-degree world, come face to face with your favorite characters, and connect with people from around the globe.
"Rather than seeing virtual as a replacement for the real world, we see it as offering new ways to enjoy Sanrio's worldview," says Yamashita.
Attractions such as the SANRIO CHARACTERS VIRTUAL BOAT RIDE make full use of virtual technology, letting visitors interact directly with the characters. Visitors can experience attractions with others and take group photos using their avatars.
The level of detail and interactive elements is striking, with discoveries around every corner that encourage visitors to keep exploring.
Avatar Customization and Fashion
Between the events and attractions, visitors can also personalize their avatars with outfits and accessories in VRChat. There are also booths where visitors can add elements inspired by Sanrio to their avatars, such as Cinnamoroll's ears.
New accessories and outfits are introduced regularly, and some event tickets include exclusive avatar outfits that can be worn in VRChat both during and after the festival.
Event spaces such as VIRTUAL PURO FASHION GARDEN showcase collaborative avatar designs featuring popular Sanrio characters, giving fans new ways to express themselves within the virtual park. The area includes themed rooms and decorative spots where visitors can take selfies or group photos in their custom setups.
A Social Space
One of the platform's most important qualities is its sense of connection. Unlike single-player games or on-demand video content, Virtual Sanrio Puroland is designed first and foremost as a social space.
"In the metaverse, it's very common to meet someone and find out they live on the other side of the world," Yamashita says. "That feeling that anyone can come anytime, from anywhere, is something real-world spaces can't offer. And when you enjoy the same content, you start to want to know more about each other."
In the wider metaverse, fans often gather around specific characters, series, or creative interests, and many of those communities naturally find their way into Virtual Sanrio Puroland. Yamashita points to fans of SHOW BY ROCK!!, a character project themed around music and bands, as one example.
"They organize meetups and gatherings to connect with more fans. They then introduce each other to other communities and visit Virtual Sanrio Puroland together. That's how connections start to spread," she explains.
Another example is tech and metaverse enthusiasts who discover Sanrio characters through fans and collaborative events. The reverse is also true: the platform has become a gateway for many Sanrio fans, creators, and artists to explore virtual expression for the first time.
For Sanrio, this organic growth is what makes Virtual Sanrio Puroland truly special. It is not just a place to consume content, but a space where communities form, overlap, and inspire one another.
Sanrio Virtual Parade
One must-see experience inside Virtual Sanrio Puroland is the Sanrio Virtual Parade, featuring story-driven performances that blend music, beautiful visuals, and character animation. Seven shows are currently presented on a rotating basis, with three more scheduled to debut in February for the upcoming virtual festival. Parade schedules are available on the official website, with icons showing which ones require a ticket.
These productions take full advantage of virtual space, featuring dramatic transformations that transport visitors to entirely new worlds.
The annual Sanrio Virtual Festival is a major event that brings people together with live shows, performances, and collaborations with artists, VTubers, and creators. At the same time, Virtual Sanrio Puroland welcomes a major update with new attractions and events.
During the Sanrio Virtual Festival, all parades are available for free. New parades starting in February include "8Puronicles: RoiHappy Arc — Imagine Your Starlight," featuring famous voice actors such as Yuki Kaji. The parade was created by Kinu, a virtual YouTuber who was the first creator selected for Sanrio's next-generation creator support project, Nakayoku Creators.
"We offer a variety of heartwarming stories, including ones where visitors can feel encouraged to face challenges and overcome them alongside the characters," says Yamashita.
A Platform for Creators
Creators will find Virtual Sanrio Puroland is also designed as a platform where they can inspire each other and collaboratively shape this ever-evolving space. It is Sanrio's passion to nurture the next generation of creators.
"We call it kyoso [co-creation] — creating together," says Yamashita. "Some creators start out as hobbyists. Then their work gets noticed, they collaborate with us, and eventually they receive more opportunities. Seeing that kind of growth is very exciting."
Beyond official projects, Sanrio hopes the platform becomes a place where creators motivate and learn from one another.
"When someone sees a performance or avatar made by another creator and thinks, 'I want to make something like that too,' creativity keeps spreading," Yamashita says. "We want this to be a space where new creators are born."
Sanrio Virtual Festival
The 2026 edition runs from February 8 to March 8, filled with live performances, special events, and limited-time content.
One of the performing groups at the festival features characters from Fragariamemories, a next-generation full-scale fantasy project created by Sanrio. Its visual style may surprise visitors because it differs from Sanrio's traditional character designs. The story centers on knights who serve and protect beloved Sanrio characters in a tale of adventure and chivalry.
A sneak peek of their rehearsal revealed an astonishing production where the stage transforms into multiple worlds, each changing with the flow of the performance. Visitors can move freely during the show, choosing their preferred angle.
"Some people want to watch their favorite character up close, while others want to see the whole production," Yamashita says. "In virtual space, you can enjoy it however you like."
Throughout the festival, each participating artist performs multiple times according to a published schedule, making it easier for fans in different time zones to attend. For those who miss live performances, a timeshift event will run from March 15 to 16, allowing visitors to catch up on shows they couldn't attend.
Adding to the excitement, a lineup of brand-new attractions is coming to Virtual Sanrio Puroland for the festival. Visitors can explore the animated world of SHOW BY ROCK!!, step into Cinnamoroll's room, care for a cute creature called "Mogu" in a raising simulator, and enjoy a karaoke space powered by JOYSOUND.
Looking Ahead
Yamashita emphasized that Virtual Sanrio Puroland is centered on connecting people, inspiring creativity, and supporting emerging artists through its IP and brand.
"We want to keep building a space where many different characters and creators can coexist," she says.
The company plans to continue expanding content, adding new attractions, and collaborating with external partners. By combining technology with its timeless message of kindness and connection, Sanrio is finding new ways to share smiles with people everywhere.
This article is published in cooperation with Sanrio Company Ltd. All Sanrio characters and character images: ©️ 2026 SANRIO CO., LTD.
RELATED:
- Hello Kitty Connects Smiles as Ambassador for the London Grand Sumo Tournament
Cuter Together: Celebrating My Melody and Kuromi's Anniversaries in Stop-Motion Delight - Hello Kitty Sends Off Yokozuna Ahead of London Sumo Tournament
- Sanrio Plushies: The Love That Brings Its Characters to Life
Author: Miruka Adachi
