Everything you need to know

For Sanrio fans around the world, Sanrio Puroland is a bucket list destination and a shining celebration of kawaii culture. The popular indoor theme park, which lights up Tokyo’s Tama neighborhood with its sparkling rainbow doors, has been welcoming Sanrio lovers from around the world for 35 years.

As you walk through the place, you’ll notice that in addition to the expected children, there are also crowds of teenagers and adults, all excitedly wearing character headbands and clapping along with the parade. The joy at Rainbow Land is contagious and the park is a protective paradise where visitors of all backgrounds can freely express their love for all things adorable.

Sanrio Puroland attracts more than 1.5 million visitors every year and is one of Tokyo’s largest attractions. To celebrate this special anniversary, here’s everything you need to know about the world’s cutest theme park.

Image courtesy ©1990 Land Entertainment Group

The History of Sanrio Puroland

With Sanrio’s accessories and gifts business booming, founding CEO Shintaro Tsuji believes there is room for growth and that the company should shift its focus to experiences rather than just consumer goods.

Spurred by booming Sanrio sales and the opening of Tokyo Disneyland in 1983, Tsuji approached international film director and theme park designer Gary Goddard. A large retail store in Ginza served as a “trial run” to calculate demand for the Sanrio theme park.

The Sanrio Ginza Gallery Store has an intricate fairytale-like facade and light displays that beautifully display the merchandise. The store is very eye-catching and popular, becoming a frequent stop for tour buses.

The Ginza experiment solidified Tsuji’s theme park plans. Goddard’s Landmark Entertainment Group began working on an early concept for Rainbow Land. The park was originally called Sanrio Communication World, and surprisingly, Sanrio didn’t originally intend to include Hello Kitty or any of its cute characters.

The company hopes the theme park will become a stand-alone educational venue. After extensive development and design, Sanrio Puroland opened on December 7, 1990 (Tsuji’s birthday) with classic characters and original mascots “Puros” representing the park’s core themes: invention, music, fantasy and the future. Just a year later, Rainbow Land’s sister park opened, Sanrio Harmony Land Located in Oita Prefecture, Kyushu Island.

The latest news from Rainbow Paradise

amusement rides

Sanrio Puroland’s rides are actually quite limited compared to other popular theme parks due to limited space and a focus more on character interaction, photo opportunities, and a simple, cute kawaii vibe.

For a long time, the Sanrio Character Boat was the only ride available at the theme park. The enchanting journey takes guests on a peaceful cruise, meeting a cast of lovable characters on their way to a lavish Hello Kitty party.

This is a great opportunity to meet all of your favorite Sanrio friends, with a focus on some of the lesser-known residents like Monkichi, Hangyodon, Mocha, Usahana, Minna no Tabo, and My Sweet Piano. My Melody Drive is another leisure attraction that takes visitors through the hometown of My Melody and Kuromi.

Last year, Rainbow Paradise finally welcomed new members: Cinnamon Dew’s Little Adventure. The flight simulator is the park’s first new ride in 11 years. Visitors can use the magic wand to overcome obstacles with the help of Cinnamorro and his friends.

Celebrating Puro Magic’s 35th Anniversary

To celebrate the beloved theme park’s 35th anniversary, Sanrio Puroland is hosting a special event event From now until the end of 2026.

The theme of the celebration centers around ribbons, the iconic symbol of Sanrio Queen Hello Kitty. During the event, park tickets feature a special anniversary design featuring various Sanrio characters holding ribbons.

Pictures provided by PR Times

this Wonder Discovery Parade Rainbow Land’s first all-new main parade in 10 years adds an exciting and highly anticipated addition to the park’s entertainment lineup. It will replace the long-running Miracle Gift Parade, which ended last November. The storyline of “Quest of Wonders Parade” tells the story of Hello Kitty finding a mythical book that can grant eternal happiness.

Inspired by fantasy stories and role-playing games, Katie embarks on magical adventures with friends including Cinnamon Roll, Pudding Dog, Melody, and dear Daniel. The parade lasts approximately 25 minutes along the Puro Village parade route on the first floor.

Produced to accompany parades and other park performances,”magic ribbon light” is a light-up wand that synchronizes with the parade music and communicates with other guests’ wands to create colorful effects.

The character food court offers a 35th anniversary cake: fluffy shortbread filled with strawberry jam and decorated with Hello Kitty marshmallows. This special treat also comes with an original postcard featuring Hello Kitty or Cinnamoroll in Quest of Wonders Parade costume.

Limited edition available at theme park entrance store Anniversary merchandise. Merchandise includes keychains, plates, lunch totes, reusable bags, towels and blankets with anniversary artwork.

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