A Hello Kitty resort in Japan? Sanrio eyes Harmonyland expansion

Theme park operator plans new lodging to bring global fans to Oita prefecture

The popularity of Sanrio characters has gone up domestically and overseas in recent years, increasing visitors to the park. (Photo by Munenori Nakamura)

MUNENORI NAKAMURA

May 12, 2025 00:08 JST

OITA, Japan -- The company behind Hello Kitty is looking to upgrade a theme park in southwestern Japan into a full-fledged resort, aiming to draw international tourists to an area near some of the country's most popular hot springs.

Sanrio hopes to announce a detailed plan to build accommodations at Harmonyland in Oita prefecture by the end of 2026, which marks the 35th anniversary of the park.