Towards Entertainment Resortification: Harmony Land's Nearest JR Yagyu Station Renovated Today, Temporary Exhibition at Exchange Plaza

Sanrio Entertainment Co., Ltd. (Head Office: Tama City, Tokyo; President and Representative Director: Aya Komaki) announced that "Sanrio Character Park Harmony Land" (hereinafter, Harmony Land), operated by the company, has renovated its gateway station, JR Yagyu Station, and the adjacent exchange plaza HiCaLi, reopening them on July 7, 2026 (Tuesday) to commemorate its 35th anniversary. This report covers the ceremony held on the opening day.

Details page: https://www.harmonyland.jp/news/19925

Harmony Land aims to become "the gentlest place in the world" and is promoting its transformation into an entertainment resort. As part of this initiative, in collaboration with Hiji Town, Oita Prefecture, they are advancing the creation of "Harmony Town," a next-generation community development that fuses tourism, local resources, and experiential value, aiming to enhance the appeal not only within the park but also of the entire region.

JR Yagyu Station, the nearest station in Hiji Town, has previously featured decorations that evoke the world of Sanrio characters. To celebrate Harmony Land's 35th anniversary, the station building's exterior Sanrio character decorations and the character-designed window decorations in the station waiting area have been renewed. Furthermore, new exhibitions have been launched at the station building and the adjacent exchange plaza HiCaLi, featuring 10 Hello Kitty figures dressed as "algae" (displayed at the "Japan Pavilion" of the Osaka-Kansai Expo) and panels introducing all 32 types of algae x Hello Kitty, available for a limited time.

To commemorate the renovation's opening day, an opening ceremony was also held. Harmony Land's 35th-anniversary original theme song "Smile Link!," which is planned to be used as the arrival melody for JR Yagyu Station, and a prefectural tour project utilizing Sanrio's new app "Omoide Badge" were introduced as upcoming Harmony Land 35th-anniversary events.

Hello Kitty also attended the ceremony, joining local kindergarteners from Hiji Town to celebrate the renovation of the new gateway with the community.

Harmony Land will continue to promote community development as "Harmony Town," where tourism and daily life intersect, with an eye toward "entertainment resortification."

Report on the Special Exhibition at Exchange Plaza HiCaLi and the Renovation Ceremony of JR Yagyu Station

Towards a New Gateway Walking with the Community! Ceremony Held with Hello Kitty's Appearance

The ceremony held on July 7 (Tuesday) grandly celebrated Harmony Land's 35th anniversary, the exhibition of Hello Kitty dressed as "algae," and the grand reopening of JR Yagyu Station.

At the ceremony, Aya Komaki, President and Representative Director of Sanrio Entertainment Co., Ltd., stated, "We will strive to make Harmony Land a hub for Hiji Town and Oita Prefecture, welcoming more and more visitors to enjoy and learn about the charms of Oita." Following this, Toruya Abe, Mayor of Hiji Town, expressed his hopes and expectations for the future development of JR Yagyu Station and Harmony Land, saying, "To commemorate Harmony Land's 35th anniversary, the exhibition of Hello Kitty dressed as algae and JR Yagyu Station have been reborn with wonderful decorations. We hope many people will visit Hiji Town together with Harmony Land."

Following this, future collaborative initiatives with the community to commemorate the anniversary were introduced. The Harmony Land 35th-anniversary original theme song "Smile Link!," planned for use as the arrival melody at JR Yagyu Station, and a prefectural tour project utilizing Sanrio's new app "Omoide Badge," scheduled to start on July 17 (Friday), were explained. The Oita Prefecture tour project, themed "Let's travel Oita with Hello Kitty!," will involve collecting digital badges while visiting Sanrio-related spots within Oita Prefecture, offering content that allows visitors to enjoy the charms of Harmony Land and the region. Special novelties will also be presented to those who collect digital badges.

To conclude the ceremony, Hello Kitty, in a costume commemorating Harmony Land's 35th anniversary, appeared for the ribbon-cutting. She enjoyed the celebratory moment with everyone present.

After the ribbon-cutting, kindergarteners were given a preview of the exchange plaza HiCaLi. The children showed great interest in the 10 "algae"-dressed Hello Kitty figures and the panels introducing the 32 types of algae x Hello Kitty displayed inside, exclaiming, "Cute! There are so many different Kitty-chans, I want to come again!" and enjoying themselves in their own ways.

Exhibition at Exchange Plaza HiCaLi

"Algae Kitty"

Harmony Land 35th Anniversary Design Decorations

- Period: Scheduled from July 7, 2026 (Tuesday) to March 28, 2027 (Sunday)

- Location: Exchange Plaza HiCaLi (Hiji Town, Hayami District, Oita Prefecture)

JR Yagyu Station Renovation Design

JR Yagyu Station, renovated to commemorate Harmony Land's 35th anniversary, now features the station building exterior and waiting area adorned with Sanrio characters. The station building, decorated with characters including Hello Kitty, along with window decorations and sofas incorporating character designs, welcomes visitors into the world of Harmony Land.

- Renovation Date: Scheduled for phased rollout from around July 2026

- Location: JR Yagyu Station (Hiji Town, Hayami District, Oita Prefecture)

[Implementation Details]

- Sanrio character decorations on the station building exterior

- Window decorations and sofa designs incorporating character designs in the station waiting area

- Adoption of Harmony Land's 35th-anniversary original theme song "Smile Link!" as the arrival melody

(From around July 2026)

*Please use public transportation as there is no dedicated parking.

Copyright

*When using image materials, please be sure to include the copyright notice.

© 2026 SANRIO CO., LTD. TOKYO, JAPAN

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