Sanrio wants Kuromi to become its No. 2 character in North America

Sanrio is planning to push Kuromi as its second-biggest character in North America after Hello Kitty, according to a recent corporate strategy presentation reported by CBR. ¹

The North American push

The presentation reportedly includes a section on making Sanrio's evergreen intellectual property global, alongside a close-up of Kuromi at a Halloween event. Its stated aim is to develop Kuromi as the No. 2 character after Hello Kitty in North America. That is a growth ambition, not a claim that Kuromi currently holds the region's second-place spot.

Sanrio's wider strategy is built around expanding engagement with its characters through merchandise, digital content, gaming, experiences and education. The company described those priorities in its official Sanrio Integrated Report 2026 announcement on 7 October. ²

The North American focus also fits Kuromi's official push beyond merchandise. Sanrio's dedicated English-language Kuromi site presents her as an artist, promotes music releases and lists international activity, including a KCON Los Angeles appearance. ³

What the numbers say

The available public ranking data does not show Kuromi as Sanrio's current No. 2 character worldwide. In the company's 2026 character ranking, Kuromi finished fourth, while Hello Kitty finished fifth; Pompompurin, Cinnamoroll and Pochacco occupied the top three places. ⁴ Sanrio's North American ambition is therefore best read as a regional marketing target rather than a global popularity result.

Our opinion

This is a smart, recognisable choice for Sanrio: Kuromi has a clear visual identity and a personality that can travel across music, merchandise and animation without simply copying Hello Kitty. The interesting test will be whether the company can turn that character strength into sustained North American demand, rather than relying on a short burst of Halloween attention.