Sanrio has launched a multi-market campaign to combat counterfeit goods and strengthen intellectual property (IP) protection across Southeast Asia. Announced on 12 March 2025, the initiative will initially roll out in Singapore, Thailand, and Indonesia, aiming to raise awareness of the risks associated with counterfeit products while reinforcing measures to safeguard brand integrity and consumer trust.
Southeast Asia is a key market for Sanrio, with a vibrant community of fans who cherish its beloved characters. The campaign seeks to educate consumers and business partners about the significance of IP rights and the dangers of counterfeit goods, which include substandard product quality and potential safety concerns.
Titled “Sanrio Values Authenticity,” the campaign is rooted in Sanrio’s long-standing philosophy of Minna Nakayoku (Getting Along Together) and inspired by its vision of One World, Connecting Smiles. It aims to empower consumers to make informed choices and recognise the value of purchasing authentic products.
For decades, Sanrio has fostered heartfelt connections and spread joy through its characters. By protecting its intellectual property, the company ensures that these cherished characters continue to bring happiness for generations to come.
As part of an integrated marketing effort, Sanrio will launch out-of-home (OOH) and digital advertisements across Singapore, Thailand, and Indonesia. This includes advertising placements on train and rail networks in all three cities, as well as key locations such as Singapore’s Jewel Changi Airport, Bangkok’s centralwOrld, and Jakarta’s Dukuh Atas Transport Hub.
The campaign also features collaborations with content creators in each market, who will share their favourite Sanrio memories and highlight the importance of buying authentic products. These include Ang Chiew Ting (@bongqiuqiu), Fauzi Aziz (@mynameisfauzi), and Leah Shannon (@mizchiefmagik) in Singapore; Phavida Chiddaycha (@icepadie), Ajummabakorea (@ajummabakorea), and Birdie Parva (@birdieparva) in Thailand; and Sunny Dahye (@sunnydahye), Andre Hendarto (@andrehendarto), and Meissie (@meissieeee) in Indonesia.
In parallel with consumer engagement, Sanrio is deepening collaboration with local authorities to enhance IP enforcement and combat counterfeiting. Beyond Southeast Asia, the company is also launching initiatives in China to strengthen awareness of IP protection. These efforts include an online forum, held in partnership with leading media outlets, and a targeted campaign across news apps and social media platforms.
Sanrio’s commitment to authenticity aligns with its broader strategy of localising global video content while expanding its real-life experience businesses, including merchandise sales, licensing, and theme parks. Simultaneously, the company is enhancing its digital experiences, such as gaming and Virtual Puroland, to connect with audiences in new and innovative ways.
This campaign underscores Sanrio’s dedication to delivering high-quality, authentic products that bring joy and creativity to fans worldwide.