Sanrio Opens New Museum Dedicated to Founder Shintaro Tsuji
Sanrio has officially announced the opening of the “Yamanashi Strawberry King Museum: Sanrio Founder Shintaro Tsuji Memorial Museum,” a new facility located in Kai City, Yamanashi Prefecture.
The museum is dedicated to the life and philosophy of Shintaro Tsuji, the founder and honorary chairman of the company, who is also known by his pen name, the “Strawberry King.”
The facility aims to pass on the company’s founding philosophy of “everyone getting along” to the next generation by showcasing historical materials that have never been publicly discussed before.
Shintaro Tsuji established the Yamanashi Silk Center, the predecessor to Sanrio, in 1960 with the belief that people cannot live alone and must live in harmony.
This concept led to the creation of characters like Hello Kitty and the company’s tradition of attaching small gifts to merchandise to foster communication.
The museum was built in Tsuji’s hometown as a gift to fans, offering a rare glimpse into the corporate history of the global brand.
Exhibits include a recreation of Tsuji’s office, a personal timeline, and an archive of The Strawberry News (Ichigo Shimbun), the company’s long-running monthly newspaper.
Visitors can also view historical commercial goods and character designs that trace the evolution of Sanrio from its inception to the present day.
Let’s take a look at the ticket options available for the Yamanashi Strawberry King Museum.
- ASOVIEW! Limited Merchandise Ticket
- 5,800 JPY (approx. $40 USD / £31 GBP)
- Includes admission plus an exclusive original tote bag and postcard not sold separately.
- General Admission
- 1,800 JPY (approx. $12 USD / £9.50 GBP)
- Standard entry ticket for adults.
- High School / University Students / Seniors (65+)
- 1,500 JPY (approx. $10 USD / £8 GBP)
- Discounted entry for students with ID and seniors.
- Children / Persons with Disability Certificate
- 1,000 JPY (approx. $7 USD / £5.50 GBP)
- Entry for ages 4 through Junior High, and holders of disability certificates (plus one attendant).
The museum officially opens to the public on Friday, April 3, 2026.
Admission requires an advance reservation for a specific date and time, which can be booked via the ASOVIEW! website.
The facility is located approximately 5 minutes by car from the Futaba Smart IC on the Chuo Expressway and is closed on Tuesdays.
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