Sanrio launches anti-counterfeit campaign in Southeast Asia

The campaign kicks off with an initial rollout in Singapore, Thailand, and Indonesia.

Sanrio has launched a major campaign to fight counterfeit products and strengthen intellectual property (IP) protection in Southeast Asia. The initiative, called “Sanrio Values Authenticity,” begins in Singapore, Thailand, and Indonesia.

The campaign aims to raise awareness about the risks of counterfeit goods, including poor quality and safety concerns. Sanrio is focusing on educating consumers and business partners about the importance of buying genuine products to protect both the brand and customer trust.

Out-of-home (OOH) and digital ads will roll out across key locations such as Singapore’s Jewel Changi Airport, Bangkok’s centralwOrld, and Jakarta’s Dukuh Atas Transport Hub. Ads will also appear on in-train and rail networks in all three countries.

Sanrio is also teaming up with popular content creators to spread the message.

The campaign is part of Sanrio’s larger strategy to protect its IP, working closely with local authorities to crack down on counterfeit goods. Sanrio is also expanding its IP awareness efforts in China through online forums and targeted digital campaigns.

These initiatives align with Sanrio’s global strategy to promote IP protection whilst expanding its footprint through localized video content and digital experiences.

The company will continue to invest in its merchandise, licensing, and theme park businesses, whilst enhancing its virtual offerings, including games and its Virtual Puroland platform.