#Japan #Tokyo #San-X #Rilakkuma #Sumikkogurashi

The Launch of San-X Universe and New Area at Fuji-Q Highland

On October 21, 2025, San-X Co., a renowned character company headquartered in Chiyoda, Tokyo, held a press conference at Bellesalle Kanda to announce the launch of the "San-X Universe" and a new area at Fuji-Q Highland. The event featured actress and figure skater Miu Honda, known for her love of San-X characters, who shared her enthusiasm and participated in a fun quiz challenge.$

Miu expressed her admiration for San-X, stating, "My whole family loves these characters, especially my younger sister and I, who often attend events together. Sometimes, I think she might be a little jealous of me being the ambassador!" She showed off her love for the character "Sumikkogurashi" by wearing a light pink outfit inspired by them.

Introduction by San-X's Spokesperson Koronya and Guest of Honor Rilakkuma

The conference kicked off with an introduction from Koronya, San-X's spokesperson, who welcomed everyone with a playful message. Following this, Rilakkuma, a beloved character representing San-X, made an appearance as the “one-day president.” Rilakkuma's adorable gestures and promising statements set a light-hearted tone for the event.

Miu Honda's Love for Characters

Miu even compared herself to a San-X character, saying, "I think I resemble Korilakkuma because I can be quite expressive, showing various emotions, and I might also be a little mischievous!" This reflection brought laughter to the audience and highlighted her genuine connection with the brand.

Introduction of the San-X Universe: A New Era of Character Design

Masato Suzuki, a managing director of San-X, detailed the new project "San-X Universe," which was previously announced in September. This initiative brings together various San-X characters, including Rilakkuma and Sumikkogurashi, under a unified design aesthetic. Suzuki explained, "Our strength lies in not just creating characters but nurturing our IP, which enables these beloved characters to thrive."

With the annual market size reaching approximately 100 billion yen, San-X aims to expand its appeal globally through the San-X Universe concept. Newly designed merchandise, including trading cards, will be released, and a fresh design called "San-X Town" will debut in March 2026.

Focus on IP Development and Upcoming Film Releases

The event also highlighted San-X’s focus on enhancing its multimedia presence, with upcoming films such as the latest “Sumikkogurashi” movie set for release in theaters and new episodes of "Rilakkuma" scheduled for television airing next April. Excitingly, a new IP called "Usotantei Tomanto" was introduced, bringing a unique mystery experience for viewers.

International Expansion Plans

San-X is also intensifying its international operations, with their first official overseas store opening in Korea and the upcoming unveiling of the San-X 90th Anniversary Exhibition in Taiwan. The growth in these areas shows promise for character enthusiasts worldwide.

New Area at Fuji-Q Highland

The conference revealed that the new "San-X Area" would open at Fuji-Q Highland in 2026, designed to immerse visitors in the whimsical world of San-X characters. The area aims to blend the joy of amusement parks with beloved characters, promising a magical experience for fans of all ages.

A Heartfelt Farewell from Miu Honda

As the event concluded, Miu encouraged fans with her heartfelt message: "I look forward to meeting you all at the San-X area!" Her genuine enthusiasm leaves an excited buzz among fans eager to explore the new attractions.

The rise of the San-X Universe represents not only a new chapter for San-X but also an enduring commitment to nurturing the charm and joy of their characters in various forms, from merchandise to real-world experiences. The anticipation for this new era will surely continue to draw fans young and old to San-X’s beloved creations.