Sanrio expands digital presence through gaming and metaverse events

Sanrio is aggressively expanding its digital footprint through its new brand, Sanrio Games. The company has launched pre-registrations for the smartphone rhythm game ‘Sanrio Kawaii Me Live!’ and announced the October 29 release of ‘Sanrio Party Land’ for Nintendo Switch and Nintendo Switch 2. This move aims to evolve Sanrio into a ‘global entertainment company’ by utilizing its library of over 450 characters to create immersive digital experiences.

In addition to gaming, Sanrio is leveraging its virtual theme park, ‘Virtual Sanrio Puroland’ on the VRChat platform. In collaboration with Upland and Gugenka, the platform will host ‘*ASTERISK in Virtual Sanrio Puroland’ on December 12, 2026. This VTuber music festival will feature a specially arranged original stage within the virtual world, offering both immersive VRChat experiences and online streaming options for mobile and PC users.