Hello Kitty and Kuromi star in Sanrio’s OOH push against knockoffs

Sanrio is cracking down on counterfeit products in Southeast Asia with its Sanrio Values Authenticity campaign. The goal is to protect intellectual property, educate consumers, and reinforce brand integrity. Rolling out in Singapore, Thailand and Indonesia, the initiative pushes a clear message: fake goods aren’t just cheap—they’re risky, low-quality, and undermine trust built over decades.

Strategically placed in high-traffic areas such as Singapore’s Jewel Changi Airport, Bangkok’s CentralWorld, and Jakarta’s Dukuh Atas Transport Hub, the campaign utilises out-of-home (OOH) advertising and digital channels to reach consumers.

In addition, Sanrio has partnered with local influencers including Ang Chiew Ting, Fauzi Aziz, and Leah Shannon in Singapore; Phavida Chiddaycha, Ajummabakorea, and Birdie Parva in Thailand; and Sunny Dahye, Andre Hendarto, and Meissie in Indonesia. These content creators are sharing personal stories about Sanrio and emphasising the importance of buying authentic products.

The campaign has rolled out across key locations in Singapore, Thailand, and Indonesia

This isn’t Sanrio’s first fight against fakes. Previously, for Hello Kitty's 50th Anniversary, the brand played a similar tune, warning consumers about knockoffs and their impact. This time, the effort expands with a focus on China, where Sanrio is partnering with major media outlets to conduct online forums dedicated to intellectual property rights.

This initiative is supported by targeted advertising efforts on Chinese news apps and social media platforms, aiming to engage consumers and promote the authenticity of its products. These initiatives also come as Sanrio doubles down on its efforts to expand through the localisation of global video content, according to a statement. Globally, the company also plans to maintain its existing real-life experience businesses, such as merchandise sales, licensing, and theme parks, while increasing its digital experiences. 

Campaign’s take: Sanrio is making noise about counterfeits, but here’s the real question: Is it tackling the root of the problem, or just playing defense? Knockoffs thrive where real products are too expensive or hard to find. Without addressing pricing and accessibility, this campaign risks being little more than a corporate scolding session with cute mascots. The real test? Whether Sanrio is willing to meet consumers where they are—not just tell them what they should buy.