Hello Kitty campaign returns to promote Japanese fruit and and vegetable exports

The Japan Fruit and Vegetables Export Promotion Council (J-FEC) has once again teamed up with Sanrio and its character Hello Kitty to launch the interactive digital campaign Hello Kitty Japanese Fruit Hunt.

In 2024, the pair partnered to celebrate Hello Kitty’s 50^th anniversary and promote Japanese fruits and vegetables from around Japan across international markets. This year, a mobile-based scavenger hunt will take participants in six countries and regions in Asia on a playful journey with Hello Kitty.

Participants use their smartphones to explore a variety of real-world locations – such as restaurants, retail stores, and promotional events – where the official “Japan-Grown Fruit” label is displayed. By scanning the label with their smartphone, consumers can collect digital badges and join Hello Kitty on a scavenger hunt to discover the freshness and appeal of Japan-grown fruits in a uniquely interactive way.

The more consumers participate – by visiting stores, purchasing products, or attending related events – the more chances they get to unlock limited-edition Hello Kitty digital rewards and enter exclusive giveaways.

The campaign offers consumers the chance to explore, scan, and experience the unique appeal of premium Japanese fruit and content tailored for travelers visiting Japan is also in the works.

The campaign will run in three phases beginning at the end of September 2025 and finishing at the end of February 2026.