The Inspiration Behind the New Arc
To commemorate the 35th anniversary of the park's opening, Sanrio Character Park 'Harmony Land' has re-opened the nearest station, JR Koya Station, and the exchange plaza, HiCaLi, on July 7, 2026. In this article, we will report on the opening ceremony, which was attended by Hello Kitty and children from the local Hiji town.
Harmony Land's Transformation
Harmony Land aims to be the 'friendliest place in the world' and is promoting its transformation into an entertainment resort in order to evolve into a residential entertainment base. As part of this effort, we are working with Hiji Town, Oita Prefecture, to form a next-generation town development called 'Harmony Town' that combines tourism, local resources, and experiential value, with the aim of improving the appeal of not only the park but the entire area.
JR Koya Station, the nearest station in Hijimachi, has been decorated with decorations that evoke the worldview of Sanrio characters. To commemorate Harmony Land's 35th anniversary, we have renewed the Sanrio character decorations on the exterior of the station building and the window decorations that incorporate character designs in the station waiting area. Additionally, at the station building and HiCaLi, the exchange plaza adjacent to the station, a new exhibit has started for a limited time, featuring 10 Hello Kitties dressed as the 'algae' that were exhibited at the Japan Pavilion at the Osaka/Kansai Expo, as well as panels introducing all 32 types of algae and Hello Kitty.
The Opening Ceremony
An opening ceremony will be held on the first day of the reopening. Hello Kitty also attended the ceremony and celebrated the renovation of the new entrance with local residents, along with children from her hometown, Hiji Town. At the ceremony, Aya Komaki, President and Representative Director of Sanrio Entertainment Co., Ltd., gave a speech, saying, 'As a hub for Hiji Town and Oita Prefecture, we will continue to work hard to make Harmony Land a hub where we can welcome and enjoy more and more customers, and let them learn about the greatness of Oita.'
Next, Mayor Tetsuya Abe of Hiji Town said, 'To commemorate the 35th anniversary of Harmony Land, JR Koya Station has been reborn with an exhibit of Hello Kitty dressed as an algae and wonderful decorations.I hope many people will tour Hiji Town with Harmony Land,' and expressed his expectations for the reborn JR Koya Station and Harmony Land.
Afterwards, measures to collaborate with the local community to commemorate the anniversary were introduced. We will explain about 'Smile Link!', which is scheduled to be used as the arrival melody at JR Atsuya Station, and about the Oita Prefecture tour project using 'Omoide Badge', which is scheduled to start from July 17th. The excursion project has the theme of 'Let's travel to Oita with Hello Kitty!' and will be developed as a content where you can collect digital badges while visiting Sanrio-related spots in Oita Prefecture and enjoy the charms of Harmony Land and the area. Those who collect digital badges will also receive a special novelty item.
To conclude the ceremony, Hello Kitty appeared in a costume commemorating Harmonyland's 35th anniversary for a ribbon cutting. They enjoyed a moment to celebrate the renovation with the visitors.
After the ribbon cutting, the kindergarteners were given a first look at HiCaLi, the exchange plaza. In front of the 10 Hello Kitties dressed as 'algae' displayed in the museum, as well as a panel introducing all 32 types of algae and Hello Kitty, they were enjoying the exhibit to their heart's content, smiling and saying, 'It's so cute! There are so many different Hello Kitties, I want to come back to see them!'
The Renovated JR Koya Station
The renovated JR Koya Station has been decorated with Sanrio characters in new costumes on the exterior and waiting area, and the station building has been decorated with characters such as Hello Kitty, as well as window decorations and sofas that incorporate character designs.
It welcomes visitors as a new gateway where they can experience the world of Harmonyland throughout the station.
(C)2026 SANRIO CO., LTD. TOKYO, JAPAN
