<Announcement from Ryobi Group> Bringing Joy to Okayama, One Step at a Time: Hello Kitty Appointed as “Ryobi Group Smile Co-Creation Partner”

Ryobi Group (Headquarters: 2-10-12 Shimo-ishi, Kita-ku, Okayama City, Okayama Prefecture, inside Ryobi Holdings Co., Ltd.; Ryobi Group CEO: Mitsu Nobu Kojima) is pleased to announce that Hello Kitty, the popular character from Sanrio Co., Ltd., has been appointed as the 'Ryobi Group Smile Co-Creation Partner' for a limited period until March 1, 2027.

The mission: to gradually add more moments of joy to everyday life in Okayama.

Collaboration buses will run through the city, and photo spots themed after bus stops will be created. The project will sequentially roll out various initiatives—including stamp rallies around Okayama and limited-edition design tickets—that can be enjoyed by seeing, riding, exploring, and participating.

The 'Hello Kitty × Ryobi Group Project,' where Hello Kitty, Ryobi Group, and the people of Okayama come together to create countless smiles, will begin this summer.

Project Overview

Purpose: Increasing 'Joy' in Okayama, Together with Hello Kitty

Hello Kitty is a character beloved worldwide across generations.

Her caring nature, ability to connect people, and presence that brightens hearts simply by being nearby—these qualities resonate deeply with Ryobi Group’s values.

For years, Ryobi Group has worked alongside local communities through public transportation and various lifestyle-related services, always cherishing human connection and community well-being.

Therefore, we have invited Hello Kitty to join us as our 'Smile Co-Creation Partner' to launch initiatives that bring small joys and smiles into the streets of Okayama—together with the people of Okayama.

This is not about Hello Kitty delivering something one-sidedly, nor about Ryobi Group creating something alone.

It is a project where residents, workers, and visitors of Okayama come together to discover and nurture new ways to enjoy the city and uncover its fresh charm.

The Slogan: 'KAWAII OKAYAMA!'

The project’s concept is 'KAWAII OKAYAMA!'

In the key visual, Hello Kitty visits Okayama and meets R-chan, Ryobi Group’s official mascot, sparking an instant connection that begins the story.

'We want to add more joyful moments to everyday life in Okayama.'

United by this shared vision, the two characters color the city with motifs of sweets and toys, expressing the exciting events to come.

We will promote a new charm of Okayama born from the fusion of Hello Kitty’s 'kawaii' (cuteness) with the city’s streets, people, scenery, and Ryobi Group’s diverse businesses.

Future Rollout

Hello Kitty Across the City: From Public Transit to Events

The project will unfold across Ryobi Group’s wide range of operations—including public transportation, commercial facilities, events, and recruitment activities—featuring various Hello Kitty collaborations.

Starting with collaboration-wrapped buses running through the city, as well as stamp rallies and distribution of Hello Kitty-themed novelty goods at recruitment events and other activities, we will sequentially launch initiatives that go beyond just viewing—inviting people to ride, explore, and participate.

We aim to increase the number of delightful encounters with Hello Kitty throughout Okayama—not just on special occasions, but during daily routines like commuting, shopping, or walking around town—bringing a little joy in unexpected moments.

＜Upcoming Schedule＞

From July 2026 onward

- Distribution of Hello Kitty collaboration novelty items at events and recruitment activities

Late July 2026 (planned)

- Launch of Hello Kitty collaboration-wrapped buses running through Okayama City

- Introduction of 'Hello Kitty Bus Stop' photo spots

- Launch of a stamp rally for exploring Okayama City

- Sale of Hello Kitty-designed 'Kamome Bus Tickets'

September 2026 (planned)

- Hello Kitty to serve as navigator for 'Ryobi Co-Creation EXPO 2026,' hosted by Ryobi Systems

Additionally, we will sequentially launch more initiatives that allow people to enjoy Okayama with Hello Kitty and discover the city’s new attractions.

Project Overview

Name: Hello Kitty × Ryobi Group Project

Duration: Until March 1, 2027

Latest project updates will be shared via Ryobi Group’s official Instagram.

https://www.instagram.com/groupryobi/

*Project details and schedules are subject to change.

*Photos and images shown are for illustrative purposes only.

Company Overview

Ryobi Group: https://ryobi.gr.jp/

Headquarters: 5F Office Square Mori no Mach Grace, 2-10-12 Shimo-ishi, Kita-ku, Okayama City, Okayama Prefecture (within Ryobi Holdings Co., Ltd.)

Representative: Mitsu Nobu Kojima, CEO of Ryobi Group

Major Group Companies: Ryobi Holdings Co., Ltd., Ryobi Systems Co., Ltd., Okayama Kotsu Co., Ltd., Wakayama Dentetsu Co., Ltd., Chugoku Bus Co., Ltd., and others