Interview: Sanrio's Gian Chan on navigating cross-border trends with cultural sensitivity

In today’s fast-evolving marketplace, consumer behaviour is changing at an unprecedented pace. While in Hong Kong, the rising trend of Hongkongers heading north for shopping and entertainment has hit the Hong Kong retail industry hard, with the city's retail sales having dropped for 12 months in a row, according to the latest figures released by the Census and Statistics Department.

Nonetheless, global brands such as Sanrio have embraced this drastic change in consumption behaviour by leveraging globally well known characters such as Hello Kitty, Little Twin Stars, British icons Mr. Men Little Miss, amongst others, as well as respecting cultures across different regions.

In a conversation with MARKETING-INTERACTIVE, Gian Chan (pictured), associate director, Sanrio Global Asia, said while Sanrio’s characters have a long history, the brand has adapted to shifting consumer behaviours by scaling content, leveraging its universal appeal and multi-generational resonance, and embracing new markets.

Chan cited Sanrio's Mr. Men Little Miss, established in 1971 and featuring over 90 characters such as Mr. Strong and Little Miss Naughty, as an example of a series with simple personalities that resonates with a multigenerational audience through self-expression, colour, simplicity, and humour.

To reflect contemporary themes and appeal to diverse markets, Sanrio has introduced new characters such as Mr. Calm and Little Miss Brave in its books. “This approach helps the brand stay relevant and culturally resonant as consumer preferences evolve globally,” said Chan.

Sanrio has also expanded its content to bring smiles to children by focusing on mental health and launching a new series called "Discover You" that explores children's emotions, wellbeing, and mental health, said Chan. She added:

This socially conscious content aligns with growing awareness and demand for emotional education in Asian markets. 

Balancing fresh storytelling and brand charm at scale

Mr. Men Little Miss has a history spanning over 50 years, with books published in 17 languages and distributed in more than 28 countries. The series has sold over 250 million books, according to Chan.

To keep storytelling fresh and relevant at scale without losing its core charm, Sanrio has expanded the Mr. Men Little Miss series to include characters representing various emotions, said Chan. These include Mr. Strong, Mr. Grumpy, Little Miss Princess, and Little Miss Naughty. “In addition, we feature new additions Little Miss Inventor to reflect modern themes such as science, technology, engineering and mathematics (STEM) education,” she said. 

Moreover, Sanrio has involved local translators who understand the cultural preferences of each market. This allows them to develop Mr. Men Little Miss content in multiple languages from the outset, ensuring it reflects appropriate cultural references, according to Chan. To maintain freshness and relevance for new generations, new Mr. Men Little Miss books continue to be written and illustrated, she added. 

How does adaptability help navigate new consumer trends?

Adaptability is key to the Mr. Men Little Miss brand's success in new markets, as it allows the brand to remain culturally relevant and commercially flexible when navigating emerging consumption trends, according to Chan. 

Sanrio has adapted the content to include culturally significant celebrations such as Chinese New Year, releasing special editions such as “Mr. Men Little Miss: Chinese New Year” to introduce the traditional festivities through familiar characters. Furthermore, Mr. Men Little Miss can also tailor content and products to local tastes and cultural contexts. 

Chan said:

This localised storytelling helps the brand connect emotionally with the Asian audience by respecting and celebrating their cultural heritage.

Sanrio also engages with its global audience through collaborations with commercial partners and offerings such as customisable merchandise, allowing the brand to adapt its commercial strategies to diverse consumer behaviours and preferences, thus increasing relevance and appeal in varied markets. “This adaptability supports expansion beyond traditional markets into new markets such as China, Hong Kong, Taiwan and South Korea,” she added. 

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