“Smiles for Everyone”: Sanrio and Honda Launch Collaborative 'SMILE RIDER PROJECT'

Sanrio Co., Ltd. and Honda Motor Co., Ltd. (Honda) have officially launched the 'SMILE RIDER PROJECT,' a collaborative initiative designed to share the appeal of motorcycles and motorsports while emphasizing traffic safety. Under the theme 'Smiles for Everyone, Kids and Adults Alike,' the project combines the unique strengths of both companies.

A major highlight is the participation in the '2026 Suzuka 8 Hours Endurance Road Race' on July 5 at Suzuka Circuit as 'SANRIO CHARACTERS × Honda Kumamoto Racing.' Supported by the employee-run 'Honda Ryokuyokai Kumamoto Racing' team from the Kumamoto Factory—which marks its 50th anniversary this year—the racing machine (CBR1000RR-R FIREBLADE) will feature a special 'Kuromi' livery. Designs for helmets and suits featuring Hello Kitty and Pompompurin are also in the works.

In terms of community impact, the project will distribute 'Traffic Safety T-shirts' featuring Sanrio characters to approximately 1,400 first-grade students across 28 elementary schools in Suzuka City. This aims to foster safety awareness among seven-year-olds, a group statistically vulnerable to pedestrian accidents. A presentation ceremony is set for June 24.

Additionally, the project includes exhibitions of past collaboration vehicles at the 'Honda RACING Gallery,' character greetings, and sales of limited-edition goods. Through these efforts, Sanrio and Honda aim to create new interest in motorsports and spread happiness worldwide.