In a determined effort to uphold the integrity of its beloved characters and shield consumers from counterfeit woes, Sanrio has set its sights on Southeast Asia with an all-out campaign. Launched on March 12, 2025, this ambitious initiative targets thriving markets such as Singapore, Thailand, and Indonesia. Here, Sanrio intends to sound a clarion call about the perils of counterfeit goods while fortifying measures to safeguard its cherished brand and consumer trust.
The heart of Southeast Asia beats with fervor for Sanrio’s delightful characters, forming a sizeable fan base that treasures every story and smile they bring. But with every original comes a slew of counterfeits, often lacking in quality and posing potential safety risks. Enter “Sanrio Values Authenticity,” a campaign inspired by the company’s age-old credo of Minna Nakayoku (Getting Along Together) and its vision of One World, Connecting Smiles. This movement seeks to embolden consumers with the knowledge to discern genuine products and underscore the virtues of supporting authentic pieces.
Sanrio’s dedication to its intellectual property isn’t just about thwarting counterfeiters; it’s about ensuring the timeless joy and cultural impact of its creations endure for future generations. These iconic characters—each more whimsical than the last—are not just products. They are treasured companions of global fans, sowing delight and harmony across the ages.
The multi-pronged campaign unfurls across Singapore, Thailand, and Indonesia, boasting a blend of out-of-home (OOH) and digital marketing strategies. Expect to see Sanrio’s cheerful icons gracing train and rail networks and taking center stage at distinguished locations such as Singapore’s Jewel Changi Airport, Bangkok’s bustling centralwOrld, and Jakarta’s vibrant Dukuh Atas Transport Hub.
Adding a personal touch, Sanrio has roped in content creators from each market to share their Sanrio tales and amplify the clarion call for authenticity. Singapore features influencers like Ang Chiew Ting (@bongqiuqiu), Fauzi Aziz (@mynameisfauzi), and Leah Shannon (@mizchiefmagik). Thailand showcases Phavida Chiddaycha (@icepadie), Ajummabakorea (@ajummabakorea), and Birdie Parva (@birdieparva), while Indonesia spotlights Sunny Dahye (@sunnydahye), Andre Hendarto (@andrehendarto), and Meissie (@meissieeee). Their stories promise to weave an emotional narrative, celebrating both nostalgia and the vital choice for legitimacy.
In addition to capturing the hearts of consumers, Sanrio is working hand in hand with local authorities to bolster IP enforcement and stamp out counterfeiting. Beyond the bounds of Southeast Asia, the campaign reaches into China, complete with online forums and initiatives across news apps and social media, all primed to champion the cause of IP protection.
This grand crusade ultimately aligns with Sanrio’s broader ambitions—localizing its global video content, expanding real-life experience businesses like merchandise and theme parks, and enriching its digital presence with innovations in gaming and Virtual Puroland.
By driving home the significance of authenticity, Sanrio not only upholds its legacy but also forges new pathways of joy and creativity, ensuring that authenticity remains at the core of each smile shared around the globe.
I love Sanrio, but are counterfeits really that big of a problem? Aren’t they just making stuff more affordable?
It’s not just about affordability. Counterfeits can be dangerous due to lack of safety standards.
I guess that’s true, but sometimes it’s hard to tell the difference. Maybe Sanrio should lower their prices?
Even if prices were lower, people would still go for the knock-offs. It’s human nature to want a deal.
Sanrio’s campaign looks great! But do we really need influencers to tell us what to buy?
Influencers can really drive a campaign home with their reach, especially in Southeast Asia. It’s a smart move!
Hannah’s right. Influencers hype up stuff for a reason. Their stories resonate with fans.
I see your point, but sometimes I feel like they’re just paid advertisements, losing genuine connection.
Sanrio’s been a staple of my childhood. It’s sad that counterfeiters try to profit off others’ creativity.
Absolutely, Kathy. It undermines the hard work of genuine artists.
Hey Kathy, how do you suggest we support these genuine artists more effectively?
This campaign seems like a cash grab disguised as concern for the consumer. Just my 2 cents.
I think they’re just trying to protect their brand and ensure quality. Isn’t that fair?
Could be, but big companies often mask profit motives as consumer protection. Let’s be real.
Authenticity is key! Nothing beats real Sanrio merch. Less toxins, more kawaii.
But is ‘kawaii’ really worth the extra bucks? I just want cute dolls, not a philosophy class.
It’s admirable that Sanrio is collaborating with local authorities. Counterfeiting is a crime, period.
True, but enforcement varies greatly between countries. Hope their efforts are effective here!
I’m just here for the cute aesthetics! Sanrio is more than just a brand; it’s a lifestyle.
Companies just want to make sure they make all the money. Consumer protection is a side note.
I think Sanrio’s approach by involving local influencers is genius. Creates more relatable stories.
Let’s remember that knock-offs hurt more than just the brand—there’s a whole chain affected.
Sanrio’s campaign is ambitious! But are the digital elements enough in such a physical-dominated market?
They’ll probably have to strike a balance. Physical media still has a significant impact.
Sanrio’s message resonates. You can’t put a price on authenticity and emotional connections.
I used to buy counterfeits without knowing. Education on this subject is key.
It’s great that they include fans in their campaign, gives it a genuine touch.
Sanrio going after counterfeits is good, but won’t it just drive the sellers underground?
That’s a possibility, but doesn’t mean they shouldn’t try. Every bit helps!