Sanrio is widely recognized for its universally appealing and adorable characters such as Hello Kitty, Cinnamoroll, and Pochacco. Last year, the company launched a new project titled FRAGARIA MEMORIES, described as a "new generation authentic fantasy" featuring humanoid characters. But why did Sanrio decide to venture into a field already filled with content featuring humanoid characters? And how did existing fans react to this move? We spoke with the project’s producer to get some insights.

A Knight Protecting Hello Kitty? Discovering New Opportunities Through Successful Anime Collaborations

FRAGARIA MEMORIES is a full-scale fantasy project created by Sanrio, featuring humanoid characters. The story centers on 18 knights who serve as protectors to beloved Sanrio characters like Hello Kitty and Cinnamoroll, referred to as their “masters” (lords). These knights embark on epic adventures, driven by their masters' wishes to save a world under threat. Their chivalric tales are presented through voice dramas and songs.

The project officially began in September last year, first announced on the official X (formerly Twitter). The first visual revealed was of Harurit, a knight serving Hello Kitty. Subsequently, pairs of knights and masters were introduced daily. While the announcement initially surprised many, the unconventional concept did not face significant backlash from existing Sanrio fans. In fact, the community on X was abuzz with excitement, speculating which characters would be served by the next knights. A post unveiling Hangyon, the knight serving Hangyodon, achieved significant attention, amassing 21.86 million views and 140,000 likes.

Kazuma Murakami, the producer of FRAGARIA MEMORIES, reflects on the unexpected success: “In recent years, Sanrio has increasingly collaborated with anime works, leading us to hypothesize that there might be a synergy between the two. The gap between Sanrio characters and humanoid anime characters has intrigued many fans. While Sanrio has previously developed humanoid character projects like 'Sanrio Boys' and 'SHOW BY ROCK!!', FRAGARIA MEMORIES was conceived as a new content offering that incorporates elements appealing to anime and fantasy fans while retaining the essence of Sanrio characters.”

One of the captivating elements of this project is how Harurit, the knight serving Hello Kitty, wears a hat adorned with a red ribbon, echoing Hello Kitty’s iconic accessory. While many "anthropomorphized" content often include the original motifs, FRAGARIA MEMORIES deliberately avoids fully embracing that method.

"Many people cherish the Hello Kitty plush toys they received as children, even into adulthood. We wanted to honor those cherished memories people have with Hello Kitty. While anthropomorphizing is an enjoyable approach, it risks confining the interpretation of a character into a single definition. Therefore, we kept Sanrio characters as they are, positioning the knights as companions. Fans have responded positively, expressing that they can relate to the knights' desire to protect Sanrio characters," Murakami explains.

However, while humanoid characters are relatively rare for Sanrio, there are countless content featuring humanoid characters in the world of anime, games, VTubers, and singers. How did they differentiate FRAGARIA MEMORIES from these?

"The fact that the main characters are already well-known, such as Hello Kitty and Cinnamoroll, is an advantage. Knowing these characters lowers the barrier for fans to take an interest in the knights and get into the content. While those familiar with the original Sanrio characters will have more context, those unfamiliar can still enjoy it," Murakami says.

Source : ORICON NEWS