Sanrio Co., Ltd. announced a capital and business alliance with Brave Group on September 6, aiming to globalize both companies’ intellectual properties (IP) and expand their presence in the virtual entertainment realm. Although the investment amount was not disclosed, the partnership underscores Sanrio’s strategic focus on digital initiatives like the metaverse and VTuber platforms.
Sanrio, known for its iconic characters like Hello Kitty, is positioning digital expansion as a key growth driver. The company will collaborate with Brave Group, which specializes in virtual YouTuber (VTuber) content and has a strong overseas presence, to explore joint ventures in the metaverse and digital content space. The two companies plan to co-develop IP-related projects, merchandise, and services.
This partnership will integrate Sanrio’s digital platform services, such as “Charaforio” and the “SANRIO Virtual Festival,” with Brave Group’s VTuber talents and global infrastructure. Sanrio’s vision of “One World, Connecting Smiles” aligns with Brave Group’s goal of promoting Japanese entertainment globally, leveraging both companies’ strengths to attract international audiences.
The alliance marks a significant step in Sanrio’s efforts to become a leading player in the global digital entertainment sector.
