Sanrio Entertainment Announces Progress on 'Oita Harmonyland Entameresort Vision' Land Acquisition for New Development Area Toward Resort Transformation Creating a Park Where Guests Can More Deeply Experience the World of Sanrio Characters

Sanrio Entertainment Co., Ltd. (headquartered in Tama City, Tokyo; President and CEO: Aya Komaki) announces the progress of its 'Entameresort Vision' currently being advanced at the outdoor theme park 'Sanrio Character Park Harmonyland' (hereinafter 'Harmonyland') in Hiji Town, Oita Prefecture.

Harmonyland was born in Hiji Town, Oita Prefecture, in 1991 and will celebrate its 35th anniversary on April 26, 2026. As an outdoor theme park surrounded by Oita’s rich natural environment, it has long been cherished by many visitors.

Now, the park aims to evolve beyond the traditional theme park model, transforming into a destination where the time spent on-site becomes a special experience in itself. The 'Entameresort Vision' is a resort development project that fuses Oita’s abundant nature, culture, and hot springs with Sanrio’s unique entertainment, co-created with Oita Prefecture, Hiji Town, local communities, fans, and other stakeholders, aiming to become the 'world’s kindest place.'

This update shares progress including the acquisition of land surrounding Harmonyland for resort development, the establishment of a new co-creation platform 'Future Co-Creation Room (provisional name)' to collaboratively shape the future of Harmonyland with visitors, and initiatives to enhance existing facilities, improve transportation and accessibility, and promote inclusivity—laying the foundational groundwork necessary for the park’s future transformation into a resort.

Harmonyland will continue advancing long-term resort formation unique to Sanrio, integrating regional development, transportation, mobility, food, scenery, and experiential value under the concept of a 'resort created by everyone,' ensuring a joyful experience for all. Stay tuned for further updates.

Overview of Progress on the 'Oita Harmonyland Entameresort Vision'

· Land acquisition for new development areas in conjunction with resort plans; phased development toward a stay-based resort

· Renovation of 'Kitty Castle,' Harmonyland’s iconic landmark

· Launch of a co-creation platform to build a resort together with the community

· Rollout of food booths featuring Badtz-Maru’s design promoting local Oita ingredients

· Initiatives to address transportation challenges around Harmonyland and enhance inclusive environments within the park

Land Acquisition for New Development Areas in Conjunction with Resort Plans Toward Phased Development for a Stay-Based Resort

Acquisition of approximately 30.85 hectares of land surrounding Harmonyland designated for resort development.

(Compared to the current total park area of approximately 31.4 ha, including demonstration forests, the recognized park and parking areas adjacent to Harmonyland are about 8 ha. This acquisition secures development potential approximately 3.8 times larger.)

Preparations are underway to proceed with phased development of a stay-based resort by integrating the existing park area with the newly acquired land.

Regarding accommodation facilities, construction zones will be determined after conducting various surveys on both existing and newly acquired land areas, with the aim of improving visitor convenience.

Enhancing the Experience of Sanrio Characters’ Worlds: Renovation of the Iconic 'Kitty Castle' at Harmonyland

Current Kitty Castle

Under the theme of 'creating spaces where guests can deeply feel the individuality and stories of each Sanrio character,' Harmonyland will proceed with phased redevelopment of existing areas.

By enriching spatial storytelling that leverages each character’s unique world and narrative—beyond shows and attractions—the park aims to create experiences that allow guests to immerse themselves more deeply in the characters’ worlds than ever before.

As the first initiative, the renovation of 'Kitty Castle,' the symbolic landmark of Harmonyland, is planned.

Toward a Resort Created by Everyone: Launch of a Co-Creation Platform

Concept image of the 'Future Co-Creation Room (provisional name)' to be installed within Harmonyland

The resort’s concept is to become the 'world’s kindest place.' To realize this vision, Harmonyland is building mechanisms for co-creation, inviting everyone to participate in shaping the resort.

As one such initiative, a new co-creation platform, the 'Future Co-Creation Room (provisional name),' will launch in winter 2026. As the first step, 'Inspiration Post' boxes will be installed within Harmonyland to collect co-creative ideas and regional collaboration proposals from visitors. The space will include photo spots, exhibits on the resort vision, and prompts from Sanrio characters inviting guests to think about and discuss ideas for the resort’s future. In the future, an online platform will also be provided to gather opinions and ideas from the public.

New Developments in the 'Local Production for Local Consumption Project': 'BADTZ Cube Terrace (provisional name)' Featuring Badtz-Maru’s Design

In collaboration with Oita Prefecture and local businesses, Harmonyland is advancing regional co-creation projects centered on the theme of 'local production for local consumption.' Currently, to commemorate its 35th anniversary, the park offers menus featuring local ingredients such as steak made with 'Oita Toyomi Beef,' sauces incorporating shiitake mushrooms and kabosu citrus ponzu, allowing visitors to savor the rich flavors of Oita.

The park is now advancing the development of a new dining and exchange area to showcase the unique food, culture, and craftsmanship of Oita. As the first phase, a locally integrated food booth called 'BADTZ Cube Terrace (provisional name)' will be launched, utilizing container-style stores designed by Badtz-Maru.

The container store design will feature a simple, high-quality aesthetic with a beige base, black logos, and black ribbons. The goal is to create a space where visitors can experience the charm of Oita through collaborations with local ingredients and regional businesses.

The first phase will be deployed in the tent area near Harvest Table, contributing to the expansion of dining options and enhancing circulation and dwell time within the park. In the future, additional container stores will be gradually added, evolving into a regionally co-created area that fosters a sense of 'connection' and 'expansion.'

Initiatives to Address Transportation Challenges Around Harmonyland and Enhance Inclusive Environments Within the Park

Currently, discussions are underway in collaboration with Oita Prefecture, Kitsuki City, and Hiji Town to address transportation challenges. By integrating regional transportation with the park, the goal is to improve circulation as a tourism hub and generate economic ripple effects across the region.

'Honda UNI-ONE' Concept Image

Additionally, to support mobility within the expansive park, the use of new mobility solutions such as the Honda UNI-ONE is being considered. Efforts will also be made to create inclusive environments where guests of all ages and physical conditions can feel safe and comfortable.

Harmonyland will continue striving toward becoming the 'world’s kindest place,' working with Oita Prefecture, Hiji Town, local