Sanrio Announces New Summer Festival Line

#news #Japan July 26, 2025

by Alysha Parkinson

With the Japanese summer festival (Natsu Matsuri) just around the corner, Sanrio has announced a new collection of themed merchandise. These designs feature each Sanrio character dressed in traditional Japanese yukata or kimono, with a smaller version of their faces as a mask on top of their heads (a popular summer festival accessory).

There are three different release dates for this merch line, with an early release of the adorable characters taking place in the Sanrio NISHIGINZA store on July 23. The nationwide launch will follow at most Sanrio stores, department stores, and on the official website, on July 24. Lastly, the merchandise will be released in the western regions of Japan, including Kyushu, Hiroshima, Yamaguchi, and Okinawa, on July 25.

Sanrio Announces New Summer Festival Line — Characters that are available as plush keychains

Summer festivals are a big part of Japanese culture, and are known for traditional food stalls, fireworks, kimono or yukata clothing, and a lively atmosphere.

This merch line-up will feature eight of the Sanrio characters, including Hello Kitty, My Melody, Kuromi, Cinnamoroll, and Pompompurin. Each character comes as a small plush keychain, priced at 2,497 yen (est. $17 ).

Two blind box collections with the same theme as the plush keychains will also be available. Purchasing the blind boxes as a collection is possible, but depends on availability at each store. These blind box options are as follows: