Fans of sushi and the most famous cat in the world have a special reason to celebrate. The Sushiro restaurant chain, known for its conveyor belt sushi dishes in Japan, has announced its first official collaboration with Hello Kitty. The campaign, titled “KAWAUMA HELLO KITTY”, promises to bring a series of exclusive products and themed experiences starting on Wednesday, July 29, 2026. This unprecedented meeting of two powerhouses of Japanese culture aims to delight customers of all ages, combining Sushiro’s delicious cuisine with the adorable charm of the Sanrio character.
“Kawauma Hello Kitty” campaign details
The “KAWAUMA HELLO KITTY” initiative was created under the concept of combining the “adorable Hello Kitty with the delights of Sushiro”, promising a unique experience. The campaign will be divided into two distinct stages, each with its own exclusive launches for consumers. The first phase will begin on July 29th, while the second is scheduled to begin on August 19th, offering an extended period for enthusiasts to take advantage of the new features.
A variety of products and collectibles
- Sushi that comes with collaboration-themed sticks, with eight different designs.
- The “Tsukuro Kit”, which in the first phase will include an exclusive zippered bag, available in four models. In the second phase, customers will be able to collect mini keychains, also with four designs.
- Collaborative collectible sheets, with five types that will be available in both the first and second stages of the campaign.
- Special soft drinks that will come with Hello Kitty mascots, making the experience even more fun for children and collectors.
It is important to note that the designs of toothpicks, bags, keychains and leaves will be distributed randomly, and it will not be possible to choose a specific model.
Theme stores and digital promotions
In addition to collectible items, Akindo Sushiro is preparing a series of other activities for the campaign. Various actions and prize draws will be carried out on social media, encouraging public interaction and increasing engagement with the brand. The chain will also open special stores, completely themed around Hello Kitty, in five major Japanese cities: Tokyo, Kanagawa, Aichi, Osaka and Fukuoka. These spaces promise complete immersion in the world of collaboration.
Exclusive flavors with the Hello Kitty signature
Sushiro’s menus will receive temporary additions inspired by the collaboration, bringing new flavors and presentations. Some of the highlights include:
- In the first phase (from July 29th):
- – Mala-Style Albacore Tuna with Fried Chives, accompanied by a choice from the first edition of the Hello Kitty collaboration (from 250 yen).
– Squid with Plum and Shiso, also with a choice of the first edition of Hello Kitty (from 250 yen).
– Tuna Wrap with Shrimp and Chives, with a choice of the first edition of Hello Kitty (from 250 yen).
- In the second phase (from August 19):
- – Large Shrimp, accompanied by a transparent stick from the Hello Kitty collaboration, second edition (from 250 yen).
– Squid and Negitoro Wrap (tuna and chives), also with a transparent stick from the Hello Kitty collaboration, second edition (from 250 yen).
Item prices may vary depending on the Sushiro location, and travel-only stores such as “Sushiro To Go” and “Kyotaru Sushiro” will not participate in this campaign. It is worth remembering that collaboration gifts are delivered randomly.
Discount coupon and themed dessert
To further sweeten the experience and offer an additional benefit to customers, the “KAWAUMA HELLO KITTY” campaign includes a special discount coupon. The back of the collaboration stickers and decals will feature a 5% off coupon to be used at Sushiro. This coupon can be used multiple times, between September 9 and 30, 2026. Furthermore, in the first phase of the campaign, sweet lovers will be able to enjoy the “Apple Mille-Crêpe Melba”, which will come with an exclusive Hello Kitty sticker (from 350 yen). Just like the other giveaways, the dessert stickers will be distributed randomly.
