Who Is HANAMARUOBAKE? Sanrio’s Wholesome Ghost Gains Popularity on TRAIN TV and Climbs Character Ranking Charts

Rising in the Sanrio Character Ranking

Despite debuting just two years ago, HANAMARUOBAKE ranked 14th in its first-ever entry in the 2024 Sanrio Character Ranking, and in the 2025 preliminary results, it already holds 8th place — among legendary characters like Pompompurin, Cinnamoroll, and Hello Kitty. The result has created major buzz on social media.

Kanzaki reflected, “I think fans relate to the character’s story and concept. Even our past capsule toys, LINE stickers, TikTok and YouTube live appearances were met with great enthusiasm.”

HANAMARUOBAKE’s brand direction emphasizes value through resonance:
“It’s about expressing the core concept in a way that emotionally connects with the target audience — creating experiences that validate their effort and help them recognize their own progress.”

Designer Misato said, “HANAMARUOBAKE is like a spirit who quietly gives you a gold star for your efforts — always nearby, gently watching. It’s not just a character, but a kind of presence, like a dear memory or someone you lost. It reflects each person’s heart.”

What’s Next for HANAMARUOBAKE?

Kanzaki noted there’s no specific goal for the ranking: “HANAMARUOBAKE isn’t about results. It’s a character that celebrates your effort, no matter the outcome. But the support for Marumaru is heartwarming.”

And the future? Something new may already be brewing.

“Some of you may have noticed — in the illustration posted on day one of the 2025 ranking, a new HANAMARUOBAKE character appeared. In this world, each person has their own HANAMARUOBAKE. So please look forward to seeing new ‘Marumaru’ characters soon!” (Kanzaki)

Source : ORICON NEWS