Sanrio, of 'Hello Kitty' fame, is introducing a lineup of characters featuring sun-tanned looks in Japan. This innovative move aims to embrace diversity and mirror the growing popularity of tanning among young Japanese. The strategy shows Sanrio's commitment to keeping up with changing consumer tastes and encouraging inclusivity in its popular character designs.

Locally in Japan, a tanned look is increasingly associated with healthy and active lifestyles, breaking away from the traditional preference for pale skin. Sanrio's decision has been met with positive reactions, reflecting Japan's evolving societal norms. The move also aligns with the country's growing interest in exploiting popular culture for soft power — enhancing Japan's international image and influence.

In the US and EU, diversity and representation in animation and media have been hot topics for several years. Sanrio's step towards diverse character designs mirrors such initiatives taken by western overseas entertainment companies, such as Disney incorporating more diverse characters in their movies and TV shows.