Lamentation in Japan over the launch of “Hello Kitty Burger” at the successor to McDonald’s in Russia… Sanrio asked Sanrio for the truth.

Sanrio is disappointed, but Hello Kitty should pick a job.

Hello Kitty” at the successor to McDonald’s, pink burgers posted on SNS one after another in Russia.

On August 4, JIJI.COM, a news site operated by Jiji Press, distributed an article that Sanrio lovers should not miss.

JIJI.COM, a news site operated by Jiji Press, reported an article on August 4 that Sanrio lovers should not miss. It was reported that a hamburger bearing the name “Hello Kitty” had been released for the summer season only at “Hukusuna i Tochka” (Delicious. That’s it).

According to the article, the Hello Kitty burger has pink buns and cheese sauce. The top of the touch panel frame for ordering is decorated with Hello Kitty’s ears and ribbon, and on the side is a banner-like plate that reads in Japanese, “Isn’t she cute? on the side of the touch panel.

Sanrio opened Russia’s first “Sanrio Shop” in Moscow in 2003. It seems that Sanrio began to develop its licensing business in Russia around 2010.

Since Russia’s military invasion of Ukraine, Japan has imposed economic sanctions in cooperation with the G7 and other major countries and has been designated an “unfriendly country” by the Russian government. As the invasion has become more protracted, many Japanese companies have decided to suspend or withdraw their operations in Russia.

Sanrio is not among them.

JIJI.COM” states, “It is believed that a Russian company, which continues its character licensing business, was involved in the product planning.

Since the article was distributed on April 4, there has been a series of posts on social networking services from Sanrio fans expressing their dissatisfaction and condemnation.

• “I am disappointed that Sanrio is still continuing its licensing business in Russia,” said one fan.
• Sanrio is in the business of selling dreams to children, but they have low ethical standards!
• If this is an official collaboration, I will never buy Sanrio goods again.
• This licensing agreement, Hello Kitty should have picked a better job.
• 《I think Sanrio’s philosophy is “Compassion, everyone get along. They continue to do business in a country that is unilaterally beating them up and turn their backs on Ukrainian children who have lost their dreams and hopes. That is the impression I got.

One of the most noticeable posts was the one with the nuanced preface, “I find it hard to believe that Sanrio allowed this.

We would like to refrain from commenting on the details of any individual licensing agreements.”

When we asked Sanrio in writing about the background of the Hello Kitty Burger launch, we received the following response via e-mail from the Corporate Branding Department’s Public Relations Division.

The local subsidiary in charge of our European operations has entered into a license agreement with Sanrio regarding this matter.

Under our vision “One World, Connecting Smiles.”, we aim to make as many people as possible smile and spread the circle of happiness around the world.

In our licensing business, we are doing business with various companies and organizations globally by utilizing Sanrio’s characters, but I would like to refrain from commenting on the details of individual licensing agreements.

Is there any risk of Sanrio entering into a character licensing agreement in today’s Russia that could damage its brand image and reduce sales in Japan and the rest of the world? Kazunori Matsushita, a branding expert, answers the following question.

Sanrio’s corporate philosophy is “Minna Nakayaka” (“Everyone get along well together”). I assume that the decision was made based on this philosophy. Sanrio’s decision to launch Hello Kitty Burgers in Russia is not a violation of the company’s corporate philosophy. From a brand management perspective, it is not a wrong strategy.

However, there are definitely pros and cons in public opinion. Sanrio must have thought about the risks involved. So, as the next course of action, I think we need to send out a message that conveys our thoughts.

Sanrio’s vision of “One World, Connecting Smiles.” includes the wish that each and every person in the world, including children in Russia as well as in Ukraine, will have a smile on their face, so we should send out a message that conveys that message clearly. Therefore, the message should be conveyed in a way that conveys this message. This is not to sell a product, but to make clear what we are as a company.

If we do not take measures to avoid risk as much as possible at times like this, the brand’s position will become unstable.

The response from Sanrio this time did not contain the “clear message” that Matsushita pointed out, but the smiling faces of Russian children may be the answer.