Sanrio is stepping up efforts to protect its intellectual property in Southeast Asia with a new campaign to educate consumers about counterfeit products.

The “Sanrio Values Authenticity” campaign highlights the risks of fake goods, including poor product quality and potential safety concerns. By raising awareness, the company aims to encourage consumers to choose genuine products and uphold the integrity of its characters.

Some of Sanrio’s well-known characters include Hello Kitty, My Melody, Cinnamoroll, Kuromi, Pompompurin, Little Twin Stars, Keroppi, and Bad Badtz-Maru.

“Sanrio has always been about bringing people together and spreading joy through our characters,” the company said.

“By protecting our intellectual property, we ensure these cherished icons continue to bring happiness for generations.”

The campaign will initially launch in Singapore, Thailand, and Indonesia, featuring out-of-home (OOH) and digital advertising in key locations such as Jewel Changi Airport in Singapore, Central World in Bangkok, and Dukuh Atas Transport Hub in Jakarta.

Sanrio is also collaborating with local content creators, including Ang Chiew Ting (@bongqiuqiu), Fauzi Aziz (@mynameisfauzi), and Leah Shannon (@mizchiefmagik) in Singapore, alongside influencers in Thailand and Indonesia.

Beyond Southeast Asia, the company is expanding its efforts in China, launching an online forum on intellectual property rights and a digital campaign across news apps and social media platforms to boost engagement.

In addition, as part of its regional strategy, Sanrio is localising global video content while maintaining real-life experience businesses, including merchandise sales, licensing, and theme parks. It is also expanding its digital offerings, such as games and Virtual Puroland.