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Corporate Summary


Business Head Quarter: Sanrio Company Ltd.
6-1, Osaki 1-Chome, Shinagawa-Ku,Tokyo 141-8603 JAPAN
Website: http://www.sanrio.co.jp
Principal Business: Sale of social communication gifts,Character merchandise licensing.
Character Branding

World-Wide Branches

European Head office: Sanrio GmbH
Zwischen den Toren 9, 21465 Wentorf bei Hamburg, Germany
Website: http://www.sanrioeurope.com
USA Head Office: Sanrio Inc
570 Eccles Avenue, South San Francisco, CA. 94080 U.S.A. 
Website: http://www.sanrio.com
Other Branches: Sanrio Hong Kong (Hong Kong)
Sanrio Asia Merchandise (Hong Kong)
Sanrio Shanghai (China)
Sanrio Taiwan (Taiwan)
Sanrio Korea (Korea)


Sanrio is a Japanese company, which was founded in August 1960 by Mr. Shintaro Tsuji. The name “Sanrio” was derived from the Spanish words “San” and “Rio”. The name “San” can be found in many place names, such as San Francisco and San Diego. This translates to “saintly” in English, which means “pure”. “Rio” means river, and can also be found in place names such as Rio de Janeiro and Rio Grande. Sanrio created a line of character merchandise designed around gift-giving occasions. Now forty years later, Sanrio Company, Ltd., based in Tokyo and with distribution throughout Japan and Southeast Asia, the Americas and Europe.
Sanrio GmbH – the European headquarter is wholly owned subsidiary of Sanrio Co., Ltd., and is located in Hamburg, Germany. Sanrio GmbH distributes products throughout, East and West Europe, Russia, Middle East and Africa. Sanrio GmbH began in 1980 with small corner in department store in Germany. Today, over 3,000 locations proudly display Sanrio character merchandise. This number includes thirty Sanrio boutique stores, the ultimate destinations for the Sanrio magic. These stores are owned and operated by Sanrio and close business partners in each country. The rest are independently owned by operators who share our "small gift, big smile" philosophy.


In developing our business, Sanrio choose to use characters – intellectual properties – to create branded merchandise. With a stock of 400 such characters at a disposal, Sanrio is in a strong position to set ourselves apart from the competition.
Hello Kitty, which is the world-wide beloved small cat, is the star of Sanrio's large and constantly growing cast of characters. Hello Kitty and the entire cast of Sanrio characters are symbols of love and friendship. Adored by people all around the world regardless of age, sex, race, or nationality, they are ambassadors who speak with a language above and beyond words, helping individuals to express their feelings of friendship, love, gratitude, and caring. New character are always being created to fulfill above roles. They are waiting for you at Sanrio boutiques.

Small Gift, Big Smile

It's more than just a catchy phrase; it's the foundation of everything we do, and we're proud to say we've been creating smiles for over 40 years. At Sanrio we believe that a gift is more than just a gift. It is a means of expressing our heartfelt feelings for others. This philosophy guides all Sanrio activities, whether we're designing a stationery set, a retail store or animated television series. From Sanrio boutiques showing the ultimate Sanrio collection to smaller assortments in other shopping environments, we invite all our friends and guests to experience the magic of these four simple words.

Social Communication

Consistent throughout all Sanrio activities on all continents is our aim to provide the means to enrich interpersonal communication. Gift-giving is at the heart of our business, and we see every customer as the giver of a gift - even if it's a special something for herself. A small gift does bring a big smile. Sanrio provides a vehicle for the young and young-at-heart to express their feelings to friends and family - each Sanrio product brings a message of friendship and happiness. Giving someone a cute Hello Kitty letter set doesn't just say "let's stay in touch" - it gives them a means to do so.

The Sanrio Surprises Boutique

Sanrio Gift Gate boutique stores are where guests can enjoy the ultimate Sanrio experience. The Sanrio boutique is a fun place, where the store environment and promotions add to the merchandise presentation to create a magical shopping atmosphere. These stores carry the fullest assortment of Sanrio products available, over 2,000 individual items adorned with Hello Kitty and the other trademarked Sanrio character designs. One hundred to 200 new products are introduced every month, so there is always something new to see. Sanrio's bonus cards reward customers paying frequent visits to their local store.

Fun and Functional

Sanrio merchandise spans a broad spectrum of categories including stationery, school supplies, bags, accessories, room decor, candy and plush characters. These lifestyle products are for all parts of the day, from morning to night. Sanrio gifts are appropriate for virtually all gift-giving occasions, from birthdays to Christmas, other holidays, graduation, good grades, visits with friends or relatives and more. From brightly colored backpacks and lunchboxes for elementary school children, to cell phone cases, fashion bags and accessories for teens and adults, Sanrio has something for everyone. Sanrio's product planning and design teams are continuously developing new products and character designs to meet the changing needs of all our various customers. We listen to our guests, friends and customers because a Sanrio gift is truly more than just a gift, it's an expression of love and friendship. It's the small gift that brings the big smile!


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