Sanrio and Sushiro Team Up for Huge New Pompompurin 30th Anniversary Collab

Sanrio’s 30th anniversary celebrations for Pompompurin are officially set to continue, with his first-ever collaboration with Japanese sushi chain Sushiro arriving this fall.

Titled “Sushiro de Pomuro!,” the campaign combines Pompompurin-themed sushi, desserts and drinks with a variety of exclusive character goods available alongside selected dishes.

Pompompurin’s famous love of pudding also plays into several of the sweeter additions, including desserts and drinks created specifically around his favorite food.

The promotion arrives during a major year for Pompompurin, marking three decades since his 1996 debut and following his second consecutive first-place finish in the Sanrio Character Ranking.

One of the standout collaboration menu items is the “Maze Maze! Purinppe,” a pudding-flavored dessert drink developed by SUSHIRO Cafe that comes with an exclusive holographic sticker.

Soft drinks will also be offered with one random Pompompurin mascot, with four designs available during each wave including a secret version, creating eight possible mascots across the full promotion.

Sushiro has split the collaboration into two waves, with the first beginning October 7 before a second selection of food and merchandise arrives on October 21:

First Wave – October 7

• Shrimp Salad Sushi with Pompompurin Pick – ¥280 (approximately $2 / £1)

• Hamburg Steak Nigiri with Pompompurin Pick – ¥250 (approximately $2 / £1)

• Tiramisu Cake with Pompompurin Holographic Sticker – ¥380 (approximately $2 / £2)

• Maze Maze! Purinppe with Pompompurin Glitter Sticker – ¥430 (approximately $3 / £2)

• Soft Drink with Pompompurin Mascot – ¥1,320 (approximately $8 / £6)

• Tsukuro Set with Pompompurin Mini Charm – ¥760 (approximately $5 / £4)

Seven different sushi-pick designs and five holographic stickers will be available during the opening wave, while the Tsukuro Set includes one of three mini charms and one of five collaboration sheets.

Second Wave – October 21

• Ikura Sushi Wrap with Pompompurin Pick – ¥280 (approximately $2 / £1)

• Teriyaki Egg Gunkan with Pompompurin Pick – ¥250 (approximately $2 / £1)

• Pudding à la Mode with Pompompurin Holographic Sticker – ¥380 (approximately $2 / £2)

• Soft Drink with Pompompurin Mascot – ¥1,320 (approximately $8 / £6)

• Tsukuro Set with Pompompurin Zipper Pouch – ¥740 (approximately $5 / £4)

Another seven pick designs and five stickers will replace those from the first wave, while the Tsukuro Set switches from mini charms to four random zipper pouches.

The holographic stickers included with the Tiramisu Cake and Pudding à la Mode also contain access to a 5% Sushiro discount coupon that can be used repeatedly between November 18 and December 20.

Selected restaurants equipped with Sushiro’s large “Digiro” touch displays will receive a special Pompompurin mode during the campaign, adding character animations to the digital conveyor-belt ordering experience.

An additional app campaign will give 100 fans the chance to win an original Pompompurin blanket, while a separate social media promotion offers 20 winners ¥10,000 in digital Sushiro dining vouchers.

Pompompurin’s 30th anniversary has also produced several other recent projects and commemorative releases, including Bandai’s interactive “Talking Pompompurin 30th Anniversary!” plush, which features around 70 newly recorded voice lines alongside talking, singing and movement functions.

Image by James Richardson

Sanrio has also partnered with ANNA SUI for Pompompurin’s first collaboration with the fashion brand, introducing accessories and jewelry that give the normally relaxed character a more formal anniversary makeover.

The “Sushiro de Pomuro!” collaboration will begin at Sushiro restaurants across Japan on October 7, with the second wave starting October 21 and the wider campaign running through November 8, although individual menu items and merchandise will disappear earlier if their allocated quantities sell out.

This post may contain affiliate links, and Essential Japan may earn a commission if you purchase through them.