Mori Arts Center Gallery 15:00
Mon-Fri ¥2,400, Sat, Sun & hols ¥2,800High school, junior high and elementary school students ¥1,000/¥1,200
Brace yourselves – things are about to get intensely kawaii. From April 9 to June 21, the Mori Arts Center Gallery in Roppongi hosts the final and most expansive edition of a pink-hued exhibition that has toured Japan since 2021. Marking more than 60 years since the founding of cute character empire Sanrio, the show returns to Tokyo in an enriched version that looks back not only at the company’s history, but also at the birth and global rise of kawaii as a cultural language.
Before Hello Kitty’s debut in 1974 (!), Sanrio was already exploring new forms of visual softness, warmth and emotional connection. The exhibition traces this formative period, revealing how kawaii emerged as a distinct value through early designs, products and ideas. Subsequent sections delve into the creation of the company’s multifarious characters, the enduring appeal of Kitty-chan and Sanrio’s unique philosophy of growing characters together with their fans. Central to this story is Ichigo Shinbun, the fan mag that fostered a participatory culture long before the age of social media.
The exhibition culminates in a spectacular gathering of characters: over 200 appear on display, the largest number in Sanrio exhibition history, alongside a vast array of nostalgic merchandise. More than a celebration of cuteness, ‘The Beginning of Kawaii’ offers a thoughtful portrait of how Sanrio shaped, and continues to shape, a global cultural phenomenon.
When at the exhibition, be sure to also check out the collab café right next to the museum.
