Yamanashi Strawberry King Museum

Nestled in Yamanashi Prefecture — the birthplace of Sanrio founder Tsuji Shintaro — the Yamanashi Strawberry King Museum is a one-of-a-kind destination dedicated to the history and legacy of one of Japan's most beloved character brands. The Yamanashi Strawberry King Museum was created by Tsuji Shintaro as a gift to Sanrio fans worldwide, and as a personal offering to his hometown.

Highlights

Sanrio History Hall

The Sanrio History Hall chronicles Sanrio's journey from its founding through the decades. Visitors can explore characters, merchandise, historical issues of the Ichigo Shimbun, and original documents. Recreated welcome spots and shop fixtures, drawn from historical records, give a tangible sense of early Sanrio retail. The hall features both rare vintage items and familiar nostalgic favourites.

Tsuji Shintaro Memorial Hall

This dedicated hall offers an intimate look at the life of Sanrio's founder. On display are personal mementos, a chronological timeline of his life, a recreation of his personal office, and items connected to him throughout his career. Together, they paint a portrait of the individual whose experiences and values shaped a globally recognised brand.

Wooden Deck

Between the two main halls, visitors can step out onto a spacious open-air wooden deck. The stained glass installations reflect the character of each adjacent building — Sanrio character motifs on the History Hall side, and the King and Angel figures on the Memorial Hall side. A dedicated Strawberry King photo spot makes for a memorable stop.

Museum Shop

The on-site shop offers a curated selection of merchandise, including exclusive original goods available only at the Yamanashi Strawberry King Museum — a draw for collectors and fans alike.

The Man Behind Sanrio

Tsuji Shintaro was born on December 7, 1927, in Kofu City, Yamanashi Prefecture. As a university student, he lived through air raids during World War II — an experience that left a lasting mark on him and gave him a profound understanding of the importance of peace. He resolved to dedicate his life to building a world where people could live together with kindness and mutual respect.

After eleven years working for the Yamanashi Prefectural Government, he channelled that conviction into action, founding the Yamanashi Silk Center in 1960 — the company that would become Sanrio. His guiding philosophy, "Small Gift, Big Smile," held that exchanging small gifts sparks genuine human connection and expands circles of friendship. Under that vision, he created numerous beloved characters, Hello Kitty among them, and built a diverse business centred on the planning and sale of gift products.

For over 50 years, Tsuji Shintaro has contributed a regular message to Sanrio's in-house publication, the monthly Ichigo Shimbun, writing under his pen name the Strawberry King — a role that became so intertwined with his identity that it lent its name to this very museum.

Online tickets are available on the Asoview and T-pia platforms.