STEP INTO JAPAN’S CUTEST WORLD: VISIT THE NEW SANRIO STORE

If you’re a Sanrio fan, this probably needs no explanation, but even if you’re not, you might be more familiar with Sanrio than you think. You’ve likely known about this company for years without realizing it. Just hearing the name Hello Kitty probably brings something to mind, whether it’s the iconic character herself or even the Avril Lavigne song. And yes, Hello Kitty is just one of the many beloved characters created by Sanrio. Now celebrating over 60 years of business, it’s not hard to see how the company has quickly become a worldwide name, with new and exciting projects just around the corner. And today, we are here to talk about one of these exciting new ventures, a brand new shop!

Sanrio has a total of 149 stores across Japan, and it has recently opened a new store in Tokyo. Before telling you more about this latest opening, let me introduce you to the world of Sanrio.

A Brief Introduction To Sanrio’s World

Sanrio was founded in 1960 by Shintaro Tsuji, with the belief that small, cute things can create big happiness, and that idea has grown into a universe of over 450 characters!  While Hello Kitty remains the most iconic and recognizable face of the brand worldwide, many people are often surprised to learn that familiar characters like the lazy egg Gudetama (top right), the office-life antihero from Aggretsuko (center right), or the magical-anime franchise Jewelpet (top center) are all part of the Sanrio family.

Today, some of the most popular and beloved characters include Cinnamoroll, My Melody, Kuromi, Pompompurin, and Pochacco. Every year, Sanrio even hosts a global character ranking, where fans can vote for their favorites. Last year, in 2025, Pompompurin took first place, followed by Cinnamoroll in second and Pochacco in third, though rankings change depending on the country and the year. It’s all part of what makes Sanrio feel alive: a constantly evolving, fan-powered world of characters that connect across generations.

New Store

A new Sanrio store opened in Harajuku on December 11th, 2025, right on the famous Takeshita Street. Just a short walk from Harajuku Station, it’s perfectly placed among fashion shops, sweets stores, and colorful street style, a very fitting location for Sanrio’s playful world. From the moment you see the storefront, it’s hard not to stop and smile. It’s bright, fun, and full of personality, exactly what we’ve come to expect from this incredible company.

Once you step inside, you’re instantly surrounded by cuteness in every direction. The store is packed with Sanrio merchandise featuring beloved characters like Hello Kitty, My Melody, Kuromi, Cinnamoroll, and many more, with shelves full of plush toys, stationery, bags, accessories, home goods, and charming small gifts. You’ll also spot Harajuku-exclusive and limited-edition items that make perfect souvenirs for both yourself and anyone close to you!

One of the biggest highlights is Patch Deco, Sanrio’s adorable take on the viral patch-decorating trend. Choose a base item like a mascot holder, T-shirt, pouch, or keychain, then decorate it with your favorite characters and cute patches to create something totally unique. It’s fun, creative, and perfect if you love personalized souvenirs. Just keep in mind that the Patch Deco reception usually closes at 6 pm, and times may change when the store gets busy.

Another fan-favorite experience is Tsumetene Figures, where you can fill a clear bottle with tiny 3D mascot figures. With two bottle sizes available and a lineup of 20 beloved characters, it’s impossible not to have fun deciding which ones to pick and how many you can fit inside.

And if you’re looking to give this Sanrio-themed cuteness to someone as a gift, this adorable paper bag adds the perfect finishing touch! For just ¥110 (tax included) per bag, you can take home a sweet reminder of your Sanrio adventure (up to 5 bags per person). Quantities are limited and available from December 1 while supplies last, so don’t miss out!

Take A Break at the Sanrio Café

After you’re done shopping, make sure to stop by the Sanrio Café located upstairs (3F). It’s a great place to relax and enjoy adorable character-themed food and drinks. From sweet desserts to colorful drinks inspired by Sanrio characters, everything looks almost too cute to eat! You can also enjoy exclusive original pasta dishes available only at this location, along with authentic 100% beef burgers and adorable character-shaped pancakes made with 100% rice flour, and so much more.

The café offers a total of 66 seats, including 32 advance-reservation seats and 34 walk-in seats. Advance-reservation seating must be booked online (click here), as reservations are not accepted by phone or in person. Walk-in guests will be seated in order of arrival, and if the café is full, numbered tickets will be distributed, and guests will be guided to their seats as space becomes available.

*Please note that ticket distribution may be suspended depending on crowd conditions.

Reservations are available for groups of two or more, with a 90-minute seating limit starting from the reserved time. A ¥800 (tax included) cover charge per person applies, and as a reservation perk, guests will receive a SANRIO CAFE Harajuku-exclusive novelty item. If you arrive 15 minutes or more late, your reservation will be canceled. Cancellations must be made at least two days in advance; cancellations made the day before or on the day of the reservation will incur cancellation fees equal to the cover charge and the price of any reserved items.

Afternoon Tea

Afternoon Tea might not be a big thing in some countries, but in Japan, it’s a super-popular café experience! It’s all about enjoying a beautifully styled set of sweet treats and light bites, perfectly paired with tea, and taking time to relax and indulge. Think about pretty desserts, cozy vibes, and a little moment of everyday luxury.

And at Sanrio Cafe, this is a ¥6,000, reservation-only menu item and must be booked online together with your seat. Reservations are accepted up to two days before your visit, and same-day or day-before reservations are not available. Cancellations made the day before or on the day of the reservation will be charged the full item price.

*Please note that menu contents may change depending on the season.

This new Sanrio store isn’t just about shopping; it’s about the experience. It’s fun, nostalgic, and full of little details that make you feel happy the moment you walk in. Whether you’re a longtime Sanrio fan or just curious, it’s an easy place to discover a little joy in the middle of a busy Tokyo day. If you’re in Harajuku, this spot is absolutely worth adding to your list! Fun and cute adventures are waiting for you just around the corner when it comes to Sanrio!

Store Information

Address: 1 Chome-16-4 Jingumae, Shibuya, Tokyo 150-0001

Opening Hours: 11 am – 7 pm

Phone: +81369105415

Featured Photo Credit: Sanrio

Looking for more adorable adventures in Tokyo? Book our Crazy, Cute, Kawaii Food Tour today to dive headfirst into Japan’s fun kawaii culture, filled with treats, gifts, and more!