Japan is the birthplace of kawaii, and its cast of characters is endless. From Sanrio’s Hello Kitty and the tiny creatures of Kobito Zukan to Sylvanian Families and Pokemon, cute characters fill shops, theme parks, cafes, and pop-up events across the country. This is your guide to Japan’s character culture and where to experience it.
Kawaii (cute) characters are a huge part of Japanese pop culture, from global icons like Hello Kitty and Pokemon to homegrown favourites like the gross-cute creatures of Kobito Zukan and the Sylvanian Families animal dolls. They appear on everything from stationery to entire theme parks.
Character theme parks are the best place to start: Sanrio Puroland near Tokyo for Hello Kitty and friends, and the Sylvanian Families parks in Osaka and beyond. Character cafes, flagship stores, and pop-up events also run year-round in Tokyo and Osaka.
Kobito Zukan ('Illustrated Guide to Little People') is a Japanese picture-book series about strange, gross-cute creatures called kobito. It has grown into a merchandise and pop-culture phenomenon, and one of its best-known characters is Pandorobo, the bread thief.
Sanrio (Hello Kitty, Cinnamoroll, Kuromi), Pokemon, Sylvanian Families, and countless anime and mascot (yuru-kyara) characters lead the way. Japanese character goods, from plush toys to gachapon capsules, are a major part of daily life and a favourite souvenir.
