Sanrio and Honda Announce New Racing Collab Starring Hello Kitty, Kuromi and Pompompurin
Sanrio and Honda have announced a new collaborative initiative called the SMILE RIDER PROJECT, a program designed to promote the appeal of motorcycles, motorsports, and traffic safety awareness to younger generations while also engaging a broader audience.
The project builds upon previous partnerships between the two companies, which have included motorcycles and related products featuring Sanrio character-themed designs.
Operating under the theme of bringing smiles to both children and adults, the initiative aims to expand those efforts through a combination of motorsport participation and educational activities.
By drawing on the strengths of both organizations, the project seeks to introduce more people to the excitement of motorcycle culture and racing while also encouraging greater awareness of safe road practices among children.
One of the centerpiece activities will be participation in the 47th Suzuka 8 Hours Endurance Road Race, officially known as the 2026 FIM Endurance World Championship “Coca-Cola” Suzuka 8 Hours, which is scheduled to take place at Suzuka Circuit in Mie Prefecture on July 5, 2026.
The racing entry will compete under the name SANRIO CHARACTERS × Honda Kumamoto Racing.
The project is also being supported by the City of Suzuka, including its Board of Education and Traffic Crime Prevention Division, as part of a wider effort to promote road safety among young students.
As part of this campaign, approximately 1,400 first-grade elementary school students attending 28 schools throughout Suzuka City are expected to receive specially designed traffic safety T-shirts featuring Sanrio characters and educational safety messages.
The initiative was created in response to concerns about child pedestrian safety, as statistics indicate that seven-year-old children represent a particularly high-risk age group for traffic accident injuries and fatalities among pedestrians.
A formal presentation ceremony for the T-shirts is scheduled to be held at an elementary school in Suzuka on June 24.
Through the SMILE RIDER PROJECT, the organizers hope to provide new opportunities for people who may never have previously interacted with motorcycles or motorsports, encouraging curiosity and interest through firsthand experiences.
Sanrio stated that the project aligns with its corporate philosophy of fostering positive relationships and supports its broader vision of connecting people through smiles around the world.
The racing effort will receive support from Honda Ryokuyokai Kumamoto Racing, an employee team affiliated with Honda’s Kumamoto Factory.
Honda’s Kumamoto production facility is marking its 50th year of operation, and it also serves as the development and manufacturing site for the CBR1000RR-R FIREBLADE that will compete in the Suzuka 8 Hours race.
The race machine will feature a special livery centered on the Sanrio character Kuromi.
In addition to the motorcycle graphics, plans are underway for helmets, racing suits, and team staff apparel incorporating designs based on Kuromi, Hello Kitty, and Pompompurin.
Visitors to the Honda RACING Gallery within Suzuka Circuit Park will be able to view an exhibition showcasing previous collaborations between Honda and Sanrio characters.
The exhibition area will be located on the basement level of the facility’s special display section.
Character greeting events and the sale of exclusive collaboration merchandise are also planned during the race weekend.
These activities are intended to provide entertainment not only for motorsport enthusiasts but also for fans of Sanrio’s popular character lineup.
Further information regarding the SMILE RIDER PROJECT and the SANRIO CHARACTERS × Honda Kumamoto Racing program is available through the initiative’s official website.
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