Some of sanrio's most popular characters are joining forces with Honda for an exciting new initiative, sharing both the thrill of motorsports and the importance of traffic safety with children and adults alike. This isn't the first time the two companies have teamed up, but it may be the most exciting. Rather than simply sharing vehicles boasting special Sanrio character-themed designs, this new collab will involve a high-speed endurance race set to take place this summer, along with fresh merchandise and special meetups for all types of fans.
Born in Tokyo in 1960 as a humble silk company, Sanrio eventually underwent a massive transformation, becoming a beacon of all things cute. Founder Shintaro Tsuji realized that slapping a cute character on a product was the key to good sales. Fast-forward to today, and Sanrio has cultivated a staggering universe of over 450 characters, though many of these have yet to find popularity outside of Japan. Regardless, familiar faces like Hello Kitty, My Melody, and Cinnamoroll are common sights all over the globe, with Sanrio likely to be a household name for years to come.
Sanrio's My Melody and Kuromi are Getting a Netflix Show
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Honda and Sanrio have come together to launch the SMILE RIDER PROJECT, a new initiative to promote motorsports, motorcycles, and traffic safety with the broadest possible audience. Headlining the collaboration is the 47th Coca-Cola Suzuka Eight Hours Endurance Road Race, which will be held at Suzuka Circuit in Mie Prefecture, Japan, on July 5, 2026. Part of the 2026 FIM Endurance World Championship, the race will be supported by Honda Ryokuyokai Kumamoto Racing, an employee team from the company's Kumamoto Factory, which is Honda's domestic motorcycle production base and is currently celebrating its 50th anniversary. The team will race a specially designed Fireblade motorcycle inspired by Sanrio's popular character, Kuromi. Additionally, Pompompurin and Hello Kitty will be featured on the team's racing suits and helmets.
Those visiting Suzuka Circuit Part will also be able to see past Sanrio collaboration vehicles at the Honda RACING Gallery, and limited-edition collab merch will be on sale, with characters appearing to greet fans. The crossover also aims to make a positive impact on the local community, as specially designed Sanrio “Traffic Safety T-shirts” will be handed out to approximately 1,400 first-grade students across 28 elementary schools around Suzuka City.
Love for Hello Kitty and her friends is at an all-time high, and beyond special crossovers, the many adorable faces of Sanrio recently jumped into the world of video games in a big way. In 2023, Hello Kitty Island Adventure was released on mobile devices, but it was its 2025 jump to Nintendo Switch, PC, and PlayStation 5 that saw the life simulation title surge in popularity. The game, which is reminiscent of the Animal Crossing The franchise invites players to join forces with their favorite Sanrio personalities as they solve puzzles, take on quests, and build the island of their dreams.
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In April, the preliminary rankings for the 2026 Sanrio Character Ranking poll were announced, with Cinnamaroll in the top spot. Pompompurin, Pochacco, Kuromi, and Hello Kitty rounded out the top five, though it's unclear whether this will change when the final results are announced on June 28.
Source: Honda
