Hello Kitty, Kuromi take over trains and airports in regional Sanrio OOH campaign

Sanrio has unveiled a campaign across Southeast Asia targeting counterfeit products and aiming to enhance intellectual property protection. The campaign, titled "Sanrio values authenticity" is centered on key markets such as Singapore, Thailand, and Indonesia, where it seeks to educate consumers on the dangers associated with counterfeit goods, including inferior quality and safety issues.

It also aims to reinforce measures to safeguard the brand's integrity and consumer trust. Sanrio places significant importance on the Southeast Asian market due to its dedicated fan base, which is deeply connected to the brand’s iconic characters. The campaign's objectives include raising awareness about intellectual property rights and the potential risks posed by counterfeit items.

As part of the integrated marketing campaign, Sanrio will be rolling out out-of-home (OOH) advertising and digital advertisements across Singapore, Thailand and Indonesia. This includes in-train and rail networks across all three cities as well as iconic locations such as Singapore's Jewel Changi Airport, Bangkok's centralwOrld and Jakarta's Dukuh Atas Transport Hub. 

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To amplify the campaign's reach, Sanrio will collaborate with local content creators in each market. In Singapore, influencers such as Ang Chiew Ting (@bongqiuqiu), Fauzi Aziz (@mynameisfauzi), and Leah Shannon (@mizchiefmagik) will share insights on their relationship with the Sanrio brand and stress the importance of buying authentic products. Similarly, in Thailand, influencers such as Phavida Chiddaycha (@icepadie), Ajummabakorea (@ajummabakorea), and Birdie Parva (@birdieparva) will participate, while Indonesia will see contributions from Sunny Dahye (@sunnydahye), Andre Hendarto (@andrehendarto), and Meissie (@meissieeee).

Moreover, Sanrio is strengthening its presence in China by partnering with major media outlets to conduct online forums dedicated to intellectual property rights. This initiative is supported by targeted advertising efforts on Chinese news apps and social media platforms, aiming to engage consumers and promote the authenticity of its products.

These initiatives are consistent with Sanrio’s broader strategy of expanding its influence by localising global video content and enhancing its experiential business ventures, such as merchandise and licensing, underscoring its commitment to offering genuine, high-quality products, it said in a statement. 

Last year, Sanrio partnered Starbucks to celebrate Hello Kitty’s 50th anniversary. The partnership offered exclusive limited-edition merchandise and apple-based beverages in 13 markets across the APAC region.

It marked Starbucks' first-ever collaboration with the iconic Hello Kitty, celebrating her golden anniversary with a whimsical Starbucks Experience across 13 markets in Asia Pacific, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Taiwan, South Korea, the Philippines, Australia, New Zealand, India, Cambodia and Brunei. 

The exclusive collection featured seven drinkware items, six lifestyle accessories, and Hello Kitty-inspired apple treats, all crafted to bring warmth and comfort to fans of all ages. The partnership also aims to capture hearts and imaginations with an enduring message of joy, friendship, and togetherness.

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