Sanrio Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 3.8k pieces of influencer content sponsored by Sanrio over the last 12 months.
This report breaks down where & how Sanrio invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with Sanrio, see here: Sanrio influencers.
Influencer activity throughout the year
Sanrio's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.
Sanrio's influencer activity by month
Number of sponsored posts
Sanrio's influencer output appears relatively consistent throughout the year, averaging about 319 sponsored posts per month. October recorded the highest volume at 418 posts (31% above average), while April was the quietest at 127 posts.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Sanrio's sponsored influencer collaborations break down by social platform:
- Instagram: 2.7k posts (71.1%)
- TikTok: 951 posts (24.8%)
- YouTube: 156 posts (4.1%)
Sanrio's influencer activity by platform
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Sanrio.
Here are 3 examples of Sanrio's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
hellokitty x Sanrio
Influencer bio
Official account for Hello Kitty 🎀 You can never have too many friends! 💖 Tap to shop and more 🛍 ⤵
Collaboration metrics
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themeganplays x Sanrio
![TikTok post by @themeganplays for Sanrio. Caption reads: [...] UGC and items to collect now! @Official....](https://images.od.modash.io/478e4fffd95ad9bbb3cd7b21d7d11a0221e76995)
Influencer bio
💌 Meganplays@cesddigital.com
Collaboration metrics
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おほしさまちゃんねる x Sanrio
Influencer bio
こんすぴっ☆彡 おほしさまちゃんねるのゆめ🩵れな🩷めいたん💜 よろしくお願いします！ 長いから《ほしちゃん》って略してね✊🏻 ̖́- 🎀実写＋ゲーム＋時々アニメ🤍 動画→毎週金曜17時頃に更新っ♪）（たまに火曜も！） ゲーム→不定期更新… ショート→17時に更新っ♪（不定期） 家族でYouTubeやってます🧸💕 🩵ゆめ（長女） 🩷れな（次女） 💜めい（三女） 💚ろみちゃんママ 🧡ゆくんパパ 🐶ルイ ファンネーム▶︎ほしぐみ🌟🩵🩷💜🫶 イラストタグ▶︎#ほしちゃんあーと ※公式LINEからいただいたイラストや動画は、YouTube動画内やInstagramにアップすることがあります🫶 よろしくね！！🐣💕 管理は親がやってます！ ※コメント返しは【ろみちゃんママ】がしてるよ♪ 好きなもの リアルピース♡カラフルピーチ♡すとぷり♡プリキュア♡ポケモン♡アンパンマン♡進撃の巨人♡ドラゴンボール -------------------- 🎀 お手紙・プレゼントなどの送り先 〒107-0062 東京都港区南青山2-26-32 セイザンI 1002 株式会社アナライズログ おほしさまちゃんねる 宛 ♥絶対絶対お返事書くよ〜！！ ♥動画に出してもOKなイラスト募集中ですっ！ タイアップやプロモーションなどのお問い合わせ ohoshisamachannel@analyzelog.co.jp
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
- Posts: 55.6%
- Reels: 44.4%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
For their top social platform (Instagram), here is a breakdown of the type of influencers Sanrio are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Sanrio's influencers average views (Instagram)
Based on each influencer's average views per post
With 29.8% of partnerships featuring creators averaging 10K-50K views, Sanrio's strategy suggests cost-efficiency and engagement-focused partnerships. The 1K-5K views segment is also prominent at 23.2%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (572.0k avg views/post):
may.kawaiikitchen x Sanrio
![Instagram post by @may.kawaiikitchen for Sanrio. Caption reads: [...] Waffle Day! I’ve teamed up with @sanrio to....](https://images.od.modash.io/4e0cea068a96f2f27c3aca382a854859c7969a43)
Influencer bio
🍴Easy Recipes & Adorable Eats 📍los angeles & orange county 💌may.mahasiri@gmail.com Adorable Eats Recipes👇🏻 BTS 📸 @may.mahasiri
Collaboration metrics
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And here is another example with a smaller creator on Instagram (8.7k avg views/post):
wandererhongkong x Sanrio
![Instagram post by @wandererhongkong for Sanrio. Caption reads: [...] 現場還有超過300款KUROMI限定精品，粉絲絕對不能錯過～ @sanrio.hk....](https://images.od.modash.io/7627fd4397d4473a1d44e7080fe73abc001fa893)
Influencer bio
「希望更多創作被看見。」 合作及廣告: Whatsapp +852 9682 8468 📩 wandererhongkong@gmail.com 更多生活資訊 @hkdodiddone
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Sanrio's repeat partnerships
Out of 2k unique influencers in our dataset, 63 of them (3%) posted content for Sanrio in 3 or more separate calendar months. The most consistent partner is @kuromibrasil_, who has collaborated across 12 months with 122 total posts.
Here are 3 examples of Sanrio's repeat influencer partnerships, with links to the sponsored content.
_yokopii_ x Sanrio
![Instagram post by @_yokopii_ for Sanrio. Caption reads: [...] #키티 #凯蒂猫 #大耳狗 #肉桂狗 #시나모롤 #sanrio #hellokitty....](https://images.od.modash.io/9f43a59dc5a88e2d154694b3ea1d35aa86a91156)
![Instagram post by @_yokopii_ for Sanrio. Caption reads: [...] #酷洛米 #산리오 #마이멜로디 #쿠로미 #모스버거 #sanrio....](https://images.od.modash.io/be5183a46956c7f7d18663cdbece6b4ff5eedd96)
![Instagram post by @_yokopii_ for Sanrio. Caption reads: [...] #三丽鸥 #산리오 #hapidanbui #sanrio #hangyodon....](https://images.od.modash.io/a1e2753c038cb2a000bf0b8a4593b1014d2634e0)
saharahinata x Sanrio
![Instagram post by @saharahinata for Sanrio. Caption reads: [...] みんなはどれが好き？？？ #サンリオ #sanrio #kitty #ガチャガチャ....](https://images.od.modash.io/a20e6961ba5a5e6845e1ac65521a66e2fe409b49)
![Instagram post by @saharahinata for Sanrio. Caption reads: [...] #キティ #サンリオ #sanrio #ガチャガチャ #サンリオピューロランド....](https://images.od.modash.io/a136ec122bb60dd13d55d071ce59b7296f546754)
3rdminami x Sanrio
![TikTok post by @3rdminami for Sanrio. Caption reads: [...] #サンリオ #ガチャガチャ #開封動画 @Official Sanrio....](https://images.od.modash.io/0636964dc6332b31b43b84e85aae91d32d4bb21e)
![TikTok post by @3rdminami for Sanrio. Caption reads: [...] #可愛い #kawaii #購入品紹介 @Official Sanrio.](https://images.od.modash.io/275ea63a17effa4ebbe2bfc7b10275ff77286150)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, Japan is where Sanrio had the most influencer activity. 27.6% of their live influencer content in the last 12 months was posted by Japanese influencers.
Based on the percentage of influencer content per market, other important markets include:
- United States (24.1%)
- China (10.7%)
- Brazil (10.3%)
Sanrio's influencer activity by market
Here is another example of Sanrio collaborating with an influencer in Japan.
kotamino x Sanrio
Sanrio's influencer activity vs. related brands
Sanrio’s cute-character merchandising competes most closely with Bratz and Harry Potter in the collectible/fandom economy, where creator unboxings, hauls, and collab launches are key growth levers.
Total influencer content
Sanrio vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Sanrio leads with 3.8k sponsored posts, significantly outpacing Bratz (2.1k posts) and Harry Potter (1.5k posts). Across all three brands, the average volume is 2.5k posts, indicating mature, scaled influencer programs. Sanrio has almost twice as many total posts as Bratz and well over twice as many as Harry Potter.
By social platform
Sanrio vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Sanrio leads on Instagram and YouTube, while Bratz leads on TikTok. The gap is most notable on Instagram, with Sanrio at 2.7k, Harry Potter at 1.5k, Bratz at 992 posts. Sanrio's activity is particularly concentrated on Instagram. On Instagram, Sanrio has nearly three times as many posts as Bratz, and Harry Potter has no TikTok posts.
By geographical market
Sanrio vs. related brands influencer activity (by country)
Estimated sponsored posts in Sanrio's top markets
Sanrio has the highest estimated sponsored-post volume in Japan (1.1k posts, 27.6%), China (410 posts, 10.7%), suggesting a Asia focus, while Bratz has the highest estimated sponsored-post volume in United States (927 posts, 43.2%), Thailand (152 posts, 7.1%), Mexico (131 posts, 6.1%), suggesting a North America focus, while Harry Potter leads in United Kingdom with 123 posts (8.1%). Looking at Japan specifically, the split is Sanrio at 1.1k posts (27.6%), Harry Potter at 151 posts (9.9%). Sanrio's strength in Japan may indicate a home-market focus, while Bratz shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Bratz's Influencer Marketing Strategy
- Harry Potter's Influencer Marketing Strategy
- New Era Cap's Influencer Marketing Strategy
- BOMBSHELL SPORTSWEAR's Influencer Marketing Strategy
- TYMO Beauty's Influencer Marketing Strategy
Or, if you want to access data like this for your own software or processes, take a look at Modash's API products:
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