Sanrio Regional Campaign Initiative, Strengthen Counterfeit Goods Efforts

Photo: Special

JAKARTA - Sanrio launched a cross-border campaign to combat the circulation of counterfeit goods and strengthen intellectual property protection (IP) in Southeast Asia. The campaign was launched in Singapore, Thailand and Indonesia with the aim of increasing awareness about the risk of counterfeit products, as well as strengthening efforts to maintain the integrity of the brand and customer confidence.

As one of Sanrio's main markets, Southeast Asia has a fan community full of fanfare in appreciating and celebrating joy through Sanrio's iconic characters.

"Through this campaign, Sanrio seeks to educate customers and business partners regarding the importance of intellectual property rights and the risks raised from counterfeit products to customers, ranging from the quality of products below standards to potential issues on product security," said Sanrio, quoted on Tuesday, March 18.

The 'Sanrio Values Authenticity Values' rooted in Minna Nakayaku's long philosophy (Ministering Togetherness) and inspired by One World's vision, Connecting Smiles (One World, Making Joy) is the basis for empowering individuals in making the right choices and understanding the importance of buying original products.

For decades, Sanrio has been dedicated to building emotional ties with fans and bringing happiness through Sanrio's characters. By protecting his intellectual property rights, Sanrio ensures that all popular characters continue to bring joy to future generations.

As part of an integrated marketing campaign, Sanrio also launched out-of-home (OOH) advertisements and digital advertising in a number of strategic locations in Singapore, Thailand and Indonesia. The campaign message is placed in train carriages as well as a number of train networks in the three cities, as well as a number of iconic locations such as Jewel at Changi Airport Singapore, CentralWorld in Bangkok, as well as the Dukuh Atas Transit area in Jakarta.

In addition, in this campaign Sanrio also collaborated with digital creators in each country to be able to share their best memory of Sanrio and emphasized the importance of buying the original product. Several creators involved include Ang Chiew Ting (@bongqiuqiu), Fauzi Aziz (@mynameisfauzi), and Leah Shannon (@mizchiefmagik) from Singapore, Phavida Chiddaycha, (@icepadie), Ajummabakorea (@ajemabakorea), and Birdie Parva (@birdieparva) from Thailand, as well as Sunny Dahye (@sunydaye), Andre Hendarto (@andrehendarto), and Meissie (@meissieeeeee) from Indonesia.

In line with ongoing efforts to strengthen intellectual property rights protection and deepen collaboration with local authorities in eradicating counterfeiting, the campaign reinforces Sanrio's commitment to presenting authentic and high-quality products to bring happiness and creativity to the lives of fans.

In addition to the Southeast Asia region, Sanrio also launched this initiative in China to strengthen awareness of intellectual property protection. The coverage of this initiative includes holding online forums in collaboration with relevant leading media that emphasize the importance of intellectual property. Not only that, to reach a wider audience, this targeted campaign was also delivered through news applications and social media platforms to increase engagement. This effort is in line with Sanrio's strategy to educate customers, strengthen intellectual property protection, and foster a culture that emphasizes authenticity throughout the region.

This initiative is also in line with Sanrio's efforts to reach a wider market through global localization of video content. Globally, the company also plans to maintain its business on existing real-life experience, such as sales of merchandise, licenses, and amusement parks while increasing its digital experience through various online games and Virtual Puroland.