For many commuters and students riding the train every day, feelings of fatigue, stress, or sleepiness can be difficult to shake. But in recent months, a new face has been bringing comfort and smiles to train passengers via “TRAIN TV,” a screen-based content platform inside JR East trains and the Yurikamome Line in the Tokyo area. The character? HANAMARUOBAKE — a fluffy ghost who gives out gold stars (hanamaru) to those who’ve worked hard.

To learn more about the positive response, we spoke with representatives from jeki (JR East Marketing & Communications, Inc.), who operate TRAIN TV, and Sanrio, the creators of HANAMARUOBAKE.

A Unique Hit on TRAIN TV: “Let HANAMARUOBAKE Go On Forever”

Launched to enhance commuting time and invigorate society, TRAIN TV is a media platform that offers original video content on monitors in trains across ten major JR East lines and the Yurikamome. It just celebrated its first anniversary this April. The service offers a wide range of segments, from comedy and food to beauty and educational content. While many passengers stare at their phones, it’s common to glance up and become drawn into the unique programming.

Among them, HANAMARUOBAKE Radio, which aired from January 27 to February 16, garnered especially strong and unusual responses. HANAMARUOBAKE is a character born from Sanrio’s NEXT KAWAII PROJECT (2022–2023), a user participation initiative. The ghostly character quietly awards gold stars to “you,” the one who’s trying your best — a symbol of recognition and kindness.

In the show, the ghost’s alter ego “Marumaru” serves as a cheerful radio host, delivering weekly fortunes in the morning and advice sessions in the afternoon. With a cute appearance, clever jokes, and a warm voice, the segments gently lifted viewers’ spirits.

According to Mr. Makoto Nakamura from jeki’s TRAIN TV Division, “There was an immediate outpouring of reactions on social media, especially among young women. Many expressed how much they loved HANAMARUOBAKE. Some wrote, ‘Ever since I saw Marumaru on TRAIN TV, I’m hooked!’ Others wished for its continuation, saying things like, ‘Please let HANAMARUOBAKE go on forever.’”

Sanrio’s producer Sayaka Kanzaki, who oversees HANAMARUOBAKE, also noted, “We received messages via social media from fans who said, ‘I saw it on the train!’ Others who discovered the character through TRAIN TV said things like, ‘Oh, that white fluffy one is HANAMARUOBAKE?’ or ‘I didn’t know that character was from Sanrio!’ It really broadened the audience.”

This was HANAMARUOBAKE’s first solo show. But why bring the character to TRAIN TV?

Kanzaki explained, “The mission of TRAIN TV — to bring joy or healing during transit and turn empty or negative moments into positive ones — perfectly aligns with HANAMARUOBAKE’s concept of giving a hanamaru to those who worked hard. We believed it was a natural fit.”

Nakamura added, “There’s a strong demand for healing content, especially during commutes. HANAMARUOBAKE, as a character that supports those who try their best, matched that need very well.”

Source : ORICON NEWS