Sanrio Characters Kuromi, Hello Kitty, and Pompompurin Join Honda's Suzuka 8 Hours Entry
The collaboration extends Sanrio's presence into motorsports, using character branding to draw new audiences to motorcycle racing while tying in a local traffic safety campaign.
Reporting from 1 sources: Anime Anime.
Sanrio and Honda launched the SMILE RIDER PROJECT, a co-creation initiative to promote motorcycles, motorsports, and traffic safety. A Honda race machine with Kuromi-themed coloring will compete in the Suzuka 8 Hours endurance race starting July 3, 2026. Hello Kitty and Pompompurin will appear on helmets, suits, and staff wear. The project also includes traffic safety T-shirts for 1,400 first-graders in Suzuka City.
The SMILE RIDER PROJECT is a new joint effort between Sanrio and Honda, building on past character-themed vehicles and merchandise. The centerpiece is a Honda CBR1000RR-R FIREBLADE race bike with a Kuromi color scheme, entered in the Suzuka 8 Hours on July 5. Three riders will pilot the number 43 machine: Kazuhiro Kojima, Yosuke Ide, and a third to be announced. The bike is supported by the Honda Ryokuyokai Kumamoto Racing employee team from Honda's Kumamoto Factory, which marks its 50th anniversary this year.
Beyond the race, the project includes a display of past Sanrio-Honda collaboration vehicles at the Honda RACING Gallery in Suzuka Circuit Park, character meet-and-greets, and limited-edition goods. On June 24, a ceremony at a Suzuka City elementary school will distribute traffic safety T-shirts featuring Sanrio designs to about 1,400 first-grade students across 28 schools. The initiative aims to create new entry points for people unfamiliar with motorcycles or motorsports.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.