# Sanrio brand expansion and digital initiatives

> Live situation record from CLSTR: https://clstr.news/situations/sanrio-brand-expansion-and-digital-initiatives
> Updated: 2026-10-24T01:51:04.000Z. Sources: 2. Developments: 2.

Sanrio is pursuing diverse brand engagement through physical collaborations and digital entertainment. In late October 2026, the company launched the ‘Kawaii Bath Time’ collaboration with the Gokurakuto and RAKU SPA groups across 15 locations, featuring themed baths, special menus, and merchandise.

Simultaneously, the company is expanding its digital presence via the new ‘Sanrio Games’ brand. This includes the release of ‘Sanrio Party Land’ for Nintendo Switch and Nintendo Switch 2, as well as pre-registrations for the smartphone rhythm game ‘Sanrio Kawaii Me Live!’. To further its reach into virtual spaces, Sanrio is utilizing its ‘Virtual Sanrio Puroland’ on VRChat, which is scheduled to host the ‘*ASTERISK in Virtual Sanrio Puroland’ VTuber music festival in December 2026.

## Timeline

### 2026-10-24: Sanrio expands digital presence through gaming and metaverse events

Sanrio is expanding its digital ecosystem via Sanrio Games, launching new titles for mobile and Nintendo Switch, and hosting a major VTuber music festival within its VRChat virtual theme park.

2 sources. https://clstr.news/cluster/sanrio-expands-digital-presence-through-gaming-and-metaverse-events

### 2026-10-04: Sanrio collaborates with Gokurakuto and RAKU SPA

Sanrio is collaborating with Gokurakuto and RAKU SPA for a “Kawaii Bath Time” event across 15 Japanese locations, featuring themed baths, exclusive merchandise, and a preview of a new Nintendo Switch game.

3 sources. https://clstr.news/cluster/sanrio-collaborates-with-gokurakuto-and-raku-spa

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Cite as: Sanrio brand expansion and digital initiatives. CLSTR, https://clstr.news/situations/sanrio-brand-expansion-and-digital-initiatives