Sanrio Launches First Mobile Game Under New Sanrio Games Brand in January 2027

Sanrio is entering mobile gaming with Sanrio Kawaii Me Live!, a free-to-play dance and rhythm game launching globally in January 2027. The title marks the first release under the newly established Sanrio Games brand.

Players will perform with Sanrio characters while customizing outfits and stages to create what Sanrio describes as "super-kawaii" looks. The game features original songs developed through collaborations with Universal Music artists including Soala, SHE'S, Lienel, Polkadot Stingray, Yabai T-Shirts Yasan, Mi'Line Hearts, and ZUTOMAYO.

Sanrio Kawaii Me Live! will release on the App Store and Google Play with no specific launch date announced beyond January 2027. Pre-registration is underway, with rewards tied to registration milestones. Reaching 1 million pre-registrations unlocks a Sanrio Games-themed Hello Kitty outfit for all players.

Sanrio will celebrate the launch with an event at Yokohama Kannai Hall on January 14, 2027, featuring the collaborating artists and Sanrio characters including Hello Kitty, Cinnamoroll, Pompompurin and My Melody.