Sanrio character Kuromi rises in popularity over Hello Kitty

Sanrio, the Japanese company behind Hello Kitty, is seeing significant growth in the popularity of its punk-rock character, Kuromi. Since her debut in 2005 in the anime ‘Onegai My Melody’, the character has transitioned from an antagonist to a major brand icon, particularly among Generation Z.

Kuromi’s aesthetic, which blends gothic and cute elements, resonates with subcultures such as ‘Jirai Kei’ and ‘soft punk’. Her rebellious persona—characterized by a black jester hat with a pink skull, a devil tail, and an independent attitude—has driven her success in diverse product lines, including clothing, collectibles, and a 2026 Honda Biz collaboration.

Beyond merchandise, Kuromi has expanded into the music industry as the first Sanrio character to pursue a solo musical career, releasing two studio albums and signing with the Japanese label Toy’s Factory in 2025. Her rising influence was reflected in the 2026 Sanrio Character Ranking, where she secured fourth place, surpassing Hello Kitty.