Sanrio Pushes Kuromi to Rank Behind Hello Kitty as North America’s Next Star

Somen Halder Oct 15, 2026 0

Kuromi’s Strategic Surge in the U.S.

Sanrio’s freshly published FY2026 report shows a full‑year contribution profit of 22.967 billion yen (about US$144 million) from the Americas, and the company is betting big on Kuromi to become its second‑most popular character after Hello Kitty. The corporate deck even highlights a "Featured close‑up of Kuromi at the Halloween event" as a visual cue for the upcoming push.

Marketing Moves and Licensing Push

According to Sanrio’s strategy page, the firm is "intensifying growth in North America" by tightening ties with key licensees, streamlining design pipelines, and hiring regional specialists. The plan also mentions ongoing "global marketing initiatives" with a focus on the U.S., currently underway.

Executive Voices on Kuromi’s Rise

Branding head Naoko Susa told reporters in 2025 that Kuromi’s image had been "significantly updated" and that the character still has "a lot to say to young people," especially as an artist. Managing Executive Officer Seiichiro Matsumoto added that reliance on Hello Kitty is "steadily decreasing," underscoring the strategic shift.

From Anime Sidekick to Stand‑Alone Star

Kuromi first appeared in the 2005 anime Onegai My Melody as My Melody’s mischievous counterpart. Her rebellious charm quickly resonated with fans, propelling her into the top tier of Sanrio’s lineup.

The 2026 character ranking placed Kuromi fourth, nudging Hello Kitty to fifth for the second year running—a rare flip in the brand’s history. Meanwhile, Pompompurin, Cinnamoroll, and Pochacco held the top three spots.

New Media Ventures

Beyond plush toys, Kuromi co‑starred in the Netflix stop‑motion series My Melody & Kuromi in 2025, delivering a darker, more mature tone that critics praised. The character is also set to headline an IDW Publishing one‑shot comic anthology, Hello Kitty and Friends: Kuromi, arriving in stores on January 27, 2027.

All signs point to Kuromi becoming the next big Sanrio export, and the company’s financials suggest the gamble could pay off handsomely for both fans and shareholders.

// FAQs

Sanrio sees Kuromi’s edgy design and growing fanbase as a perfect fit for North America, where the company reported a $144 million profit and wants a fresh alternative to Hello Kitty.

Kuromi starred in the Netflix stop‑motion series “My Melody & Kuromi” and will headline an IDW Publishing comic anthology slated for early 2027, both expanding her reach beyond traditional merchandise.

In the 2026 Sanrio Character Ranking, Kuromi placed fourth, edging out Hello Kitty at fifth, marking the second consecutive year she outranked the iconic cat.