Sanrio Supports Children's Ward at Japanese Red Cross Medical Center with Spaces Featuring 23 Characters

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Sanrio Co., Ltd. (Head Office: Shinagawa-ku, Tokyo; President: Tomokuni Tsuji, hereinafter Sanrio) has created spaces using all 23 characters across a total area of 395 square meters for the entire children's ward area at the Japanese Red Cross Medical Center (Shibuya-ku, Tokyo). A completion ceremony was held on July 9, 2026 (Thu).

This project utilizes three new designs newly drawn by Sanrio designers. With the concept of "Strolling & Going Out," the aim is to create an environment where children can feel the outside world close to them with the characters, even during their hospital stay, and spend their time with reduced anxiety.

The treatment room features a bright design with a picnic theme, designed to provide a sense of security even in situations that can easily cause anxiety. The common areas are adorned with fun motifs, creating an environment where conversations naturally arise. The reception room, considering it's a place for explanations from the hospital, depicts characters walking hand-in-hand to be supportive of the anxieties of children and their families.

Reception Room Design

At the completion ceremony, Hello Kitty participated in the ribbon cutting, filling the venue with smiles. Dr. Jun Nakajima, Director of the Japanese Red Cross Medical Center, who gave a speech, stated, "For hospitalized children, the hospital is not only a place for treatment but also where they live their daily lives. By having Sanrio's friendly characters by their side, I believe it has become a warm environment where their anxieties and tensions are eased, allowing them to feel smiles and hope. I hope this space illuminates the children's hearts and becomes a source of strength for their speedy recovery."

Ribbon Cutting Ceremony

This project was planned as an initiative contributing to "Fulfillment of Well-Being," a material issue for Sanrio. As part of the "Sanrio Nakayoku Project" activities, it further develops Hello Kitty's past activities of visiting hospitals worldwide, aiming to create smiles by having characters be a daily presence and support children through space creation.

Moving forward, Sanrio will continue to promote sustainability initiatives based on its corporate philosophy "Let's All Be Friends" and its vision "One World, Connecting Smiles." (To bring smiles to as many people as possible and spread a circle of happiness throughout the world).

Designs by Area

1. Common Areas (Staff Station, Corridors, etc.)

In the common areas, a bright and pop design was adopted with the theme "Where shall we go?" Fun motifs are incorporated as elements to naturally expand conversations and imagination.

Staff Station/Corridor, Patient Room Signs/Room Name Signs

2. Playroom/Treatment Room

In the playroom and treatment room, with the theme "Let's all go on a picnic," efforts have been made to soothe feelings in situations that can easily cause anxiety through bright and warm expressions.

Playroom, Treatment Room

3. Reception Room/Long-Term Inpatient Room

In the long-term inpatient room and reception room, with the theme "Strolling hand-in-hand," the characters are depicted walking hand-in-hand. The design aims to make children feel they are not alone and to spend their time with a positive outlook.

Reception Room

About the Sanrio Nakayoku Project

This project is Sanrio's social contribution activity to deliver smiles worldwide under its corporate philosophy "Let's All Be Friends." As one of its initiatives, Hello Kitty has been visiting hospitals, facilities, and disaster-stricken areas to deliver smiles to many people, including children with illnesses or disabilities, through the activity "Sanrio Character Aid." This activity has been ongoing for over 25 years, with more than 250 implementations to date, bringing smiles to over 30,000 people. In addition, Sanrio engages in a wide range of activities, including collaborations with partner companies and organizations, and donations and support for people in various situations both domestically and internationally.

URL: https://corporate.sanrio.co.jp/sustainability/nakayoku/