18-07-2025
Hello Kitty owner promotes 'edgy' Kuromi in diversification drive
An image issued by Japan's Sanrio promoting its 'Kuromify the world" campaign. The initiative is aimed at expanding the character's fan base. © 2025 Sanrio Co. Ltd. Tokyo, Japan
YURIKA YONEDA
TOKYO -- A Netflix series featuring mischievous imp-like character Kuromi created by Japan's Sanrio will launch later this month, in the latest push by the company behind Hello Kitty to build up its brands' international following.
The animated series titled "My Melody & Kuromi" is the Japanese entertainment company's latest collaboration with the streaming service as it tries to extend and deepen its characters' global fan base.
