Sanrio to team up with Philadelphia and Kraft for cheesy new collab
A new collaboration has been announced between Sanrio and two hugely popular cheese brands.
The new partnership with the food company Morinaga Milk Industry will see the launch of limited-edition packaging for two of the company’s major cheese brands, “Philadelphia Cream Cheese” and “Kraft Sliced Cheese.”
Morinaga Milk Industry distributes the two globally recognisable brands within Japan, and the new campaign is being held to celebrate the anniversaries of both of the long-running cheese products.
Philadelphia Cream Cheese is celebrating its 55th anniversary in Japan this year, while the Kraft Sliced Cheese brand is celebrating its 35th.
The new, limited-edition packaging for the “Philadelphia Cream Cheese” series will feature the three popular Sanrio characters: Cinnamoroll, Pompompurin, and My Melody.
The packaging for the “Kraft Sliced Cheese” series will feature a lineup of five different characters: Hello Kitty, Pochacco, Cinnamoroll, My Melody, and Pompompurin.
To celebrate the launch of the new packaging, a special “Anniversary Campaign” will be held, where customers can enter a lottery to win exclusive, original Sanrio Characters merchandise.
The campaign is split into two different “courses,” one for each of the two cheese brands.
The two prize courses are as follows:
- Philadelphia Course
By purchasing two Philadelphia products, customers can enter a lottery to win one of 150 exclusive, original Sanrio Characters plush toys (50 of each of the three featured characters).
- Kraft Sliced Cheese Course
By purchasing two Kraft Sliced Cheese products, customers can enter a lottery to win one of 150 exclusive, original Sanrio Characters mascot keychains (30 of each of the five featured characters).
The new, limited-edition Sanrio Characters packaging is scheduled to be released at supermarkets and other retailers across Japan in early October.
The “Anniversary Campaign” is scheduled to begin on Wednesday, the 1st of October, at 10:00 AM Japan Standard Time, and will run until the 30th of November, 2025.
This post may contain affiliate links, and Essential Japan may earn a commission if you purchase through them.
