New Museum Celebrating Sanrio Founder and Hello Kitty Opens in Yamanashi Prefecture, Japan

A new museum dedicated to Sanrio founder Shintaro Tsuji and character history, including Hello Kitty, has opened in Kai City, Japan.

By: AXL Media

Published: Apr 4, 2026, 10:53 AM EDT

Source: Information for this report was sourced from The Straits Times

A Legacy of Harmony Takes Physical Form

Yamanashi Prefecture is now home to a dedicated museum celebrating the life and impact of Shintaro Tsuji, the visionary behind Sanrio. Opening its doors on April 3, the facility is located in the city of Kai, west of Tokyo, and serves as a testament to the global pop culture phenomenon best exemplified by the iconic Hello Kitty. Named after the Strawberry King, a character often viewed as Tsuji’s own alter ego, the museum offers a physical space to explore the origins of the characters that have influenced generations worldwide.

From Silk Center to Global Pop Icon

Visitors to the museum are taken on a historical journey tracing Sanrio’s evolution from its humble beginnings in 1960. Long before Hello Kitty was a household name, Tsuji founded the Yamanashi Silk Center, which only later transformed into the character merchandising powerhouse known today. The displays chronologically capture this remarkable transformation, illustrating how a modest textile operation can evolve into a multi billion dollar intellectual property giant.

Personal Reflections on Wartime Origins

Attending the opening ceremony, the 98-year-old Shintaro Tsuji, who currently serves as Sanrio’s Honorary Chairman, shared deeply personal motivations for his life's work. A native of Yamanashi Prefecture, Tsuji recalled surviving a devastating air raid during the war. According to Tsuji, it was this experience of intense conflict that inspired him to found the company "with the hope that everyone would live together in harmony," a philosophy that continues to underpin Sanrio's brand identity.