Shopping Guide
Sanrio──which continues to create cute and impactful characters that are loved the world over including Hello Kitty, My Melody, and Little Twin Stars––is holding the Sanrio Character Ranking once again this year. Voting is currently being taken for the first stage.
This year’s Character Ranking is thrilling in that the outcome is more unpredictable than ever before due to a change in the voting system and even more unique characters being included. We interviewed Mr. Aoki and Mr. Ishii who are in charge of the Character Ranking and asked them about the important aspects of the contest.
──Please tell us all about the Sanrio Character Ranking. This year marks the ranking’s 29th time being held and there is a new system. What was the impetus for these changes?
Ishii: Until last time, we had 100 characters entered in the poll and we used a method in which
fans could vote for each character once per day, meaning that one could vote for all 100 characters. However, this year is also a World Cup year (laughs), so we decided to try a two-stage system in which there is a preliminary round and a final round.
We thought fans would enjoy this, so we concentrated our efforts into several ideas and divided the top 21 ranked characters from last year’s ranking into five groups.
Furthermore, we decided on the groups for the top 20 characters through a selection event held at Puroland on March 31. Not even the staff could have predicted the outcome of the selection. We had no idea that Hello Kitty, Kirimi-chan, and Gudetama would end up in the same group.
──Speaking of the World Cup, there’s a “Group of Death,” isn’t there? (laughs)
Ishii: I think that users even have that kind of perception (laughs). There are also characters that were created for other companies scattered here and there . But it was not our intention to have JRA’s 1 Turfy-kun and Kusurino Fukutaro’s 2 Fuku-chan end up in the same group, which I think shows that the group divisions were done through an impartial drawing.
──In each group, how many characters will make it through to the next round?
Ishii: Four characters will be chosen from each of the five groups, and the top 20 characters will battle it out in the final stage. So among those in Group E, which is said to be what you previously called the “Group of Death,” four will move on and one will be eliminated.
Gudetama is a character used even in morning program on TBS, and both Bonbonribbon and Jewelpet are important staple characters at the Sanrio Shop, so who from that group will be eliminated is a point of extreme interest.
There is also Go-chan, the mascot character of TV Asahi, and right now the saying “Try Your Best for Go-chan!” seems to be trending at TV Asahi.
Also appearing this time are the characters Shingan Crimsonz and Plasmagica from the app Show By Rock!!. These characters as well are included at the top of the interim report. It will be interesting to see which ones advance to the final stage.
──I also hear that fans really get into the Sanrio Character Ranking.
Ishii: The week following the selection event, there was a sort of cosplay-like event held at Puroland, and even we were surprised at the couples who came dressed in costumes themed after Shingan Crimsonz and Plasmagica. I felt their enthusiasm just from seeing that.
Aoki: Of course this goes for the general public, but there are also many personalities and famous people who also grew up with these characters and they have their own favorites.
There is even someone from Ninamew, a brand that we are often privileged to work with, who wrote on her blog “I love Hello Kitty,” and I wonder, don’t these kinds of people have tons of fans who follow them on their Twitter and other social media?
Jun Utahiroba of Golden Bomber 3 has been saying constantly since last year “I love Cinnamoroll!”, and if he were to say “This year’s Sanrio Character Ranking is underway, so let’s all support Cinnamoroll!” his fans would respond.
──Votes are being taken from overseas as well for the Character Ranking, so please appeal to the overseas fans.
Ishii: I think you will surely find a character you like, so definitely cast a vote. I want fans to be able to enjoy [the ranking] every year. Next year is the 30th anniversary and will be our 30th time holding it, so I think we need to bring even more excitement to it.
Aoki: Hello Kitty is extremely popular overseas, but there are many characters who are still unknown. In truth, there are about 450 characters who don’t make it onto the Character Ranking. It would be interesting if votes from those overseas increase from here on and next year all the characters are included (laughs).
──Because the Character Ranking is being held overseas as well, isn’t there a chance that an unexpected character will make it to the top?
There have been Sanrio Shops in America for many years, so they know of characters from long ago. In America, black characters like Felix the Cat are popular and cool, so many votes come in from America for Chococat. But I think there are also differences within such countries.
I think that the activities of Sanrio characters will expand depending on who participates by voting. Each character has his or her own story and setting, and, similarly to how they differ among others over the course of 365 days, each character has his or her own birthday. It is my hope that fans will enjoy this aspect.
──Thank you both very much.
Voting for the first stage in the Character Ranking is being held until June 15 (Sun.). The future of your favorite character my hinge on your vote, so take part!
^1^ Japan Racing Association.
^2^ Kusurino Fukutaro: A drug store chain located primarily throughout Chiba Prefecture, Tokyo, and Saitama Prefecture.
^3^ A visual-kei hair band & performance group that is hugely popular in Japan.
This is a Tokyo Otaku Mode original article.
