Sanrio Entertainment, Kitsuki City, and Hiji Town Promote Sustainable Regional Development with a 3-Party 'Friendship Declaration', Collaborating Towards Harmonyland's 'Entertainment Resort-ification'

Sanrio Entertainment Co., Ltd. (Headquarters: Tama City, Tokyo; President: Aya Komaki), which operates the theme park "Sanrio Character Park Harmonyland" (Hiji Town, Hayami District, Oita Prefecture), held a Friendship Declaration Ceremony at Harmonyland on Tuesday, April 7, 2026, with Kitsuki City (Mayor: Satoru Nagamatsu) and Hiji Town (Mayor: Tetsuya Abe) toward the "Entertainment Resort-ification" of Harmonyland.

In December 2024, Sanrio Entertainment signed a comprehensive partnership agreement with Oita Prefecture, which included the "Entertainment Resort-ification" concept to evolve Harmonyland into a stay-type entertainment hub that integrates tourism, regional resources, and experiential value. Since then, collaborations have been strengthened across the entire prefecture, such as renaming Oita Airport to "Oita Hello Kitty Airport," and the basic concept for the "Entertainment Resort-ification" was announced last December. Aiming to be "the kindest place in the world," it will evolve into a new tourism base.

As initiatives to further materialize this "Entertainment Resort-ification," comprehensive partnership agreements were signed with Hiji Town in February 2026 and with Kitsuki City in March of the same year. A new phase of creating the future together with the community has begun.

And now, to build a deeply friendly mutual relationship, become "one big circle," and pioneer a bright future for the region together, Sanrio Entertainment, Kitsuki City, and Hiji Town have issued the Friendship Declaration. Based on the philosophy of "Everyone Getting Along," this declaration aims to strengthen collaboration from the perspectives of interaction, development, and mutual help by unifying the region.

On the day of the declaration ceremony, Sanrio Entertainment President Aya Komaki, Kitsuki City Mayor Satoru Nagamatsu, and Hiji Town Mayor Tetsuya Abe took the stage, conveyed the items of the Friendship Declaration, and signed the Friendship Declaration document. In addition, special guests Hello Kitty, Cinnamoroll, Pompompurin, My Melody, and Kuromi appeared, livening up the venue. In their comments, Mayor Nagamatsu of Kitsuki City said, "I have high expectations for the continually evolving Harmonyland so that people can enjoy it regardless of age or handicap." Mayor Abe of Hiji Town stated, "With Kitsuki City and Hiji Town cooperating, and by borrowing the strength of many companies and stakeholders, we will commit fully to the Entertainment Resort-ification." Furthermore, Sanrio Entertainment President Aya Komaki shared her future vision: "The Friendship Declaration Ceremony was realized because of the cooperation of Kitsuki City and Hiji Town, who share the sentiment of 'Everyone Getting Along.' I sincerely hope that the circle of 'Everyone Getting Along' that started from Kitsuki City and Hiji Town will grow into a large circle and spread throughout the world." At the end of the ceremony, the three parties stacked their hands together to walk together into the future, concluding the event with a warm and strong sense of connection.

Moving forward, based on this declaration, the three parties will harmoniously promote sustainable town development by driving both tourism promotion linked to Harmonyland's "Entertainment Resort-ification" and regional revitalization.

## Friendship Declaration Items:

1. Nurturing Community Bonds (Interaction)
We will promote heart-to-heart interaction that transcends generations and positions, and together build a warm regional community where everyone can live with a smile.

2. Creating Regional Vitality (Development)
We will merge our respective wisdom and resources to create new vitality and value for the region through the promotion of industry, tourism, and culture, and the enhancement of welfare.

3. Mutually Supporting Regional Safety (Mutual Help)
We will join hands especially during difficult times, and with a spirit of mutual help, we will protect and sustain a safe and secure regional society.