Sanrio Entertainment, Kitsuki City, and Hiji Town Sign 'Friendship Declaration' to Promote Sustainable Regional Development Through Harmonyland's 'Enter-Resortification'

Sanrio Entertainment Co., Ltd. (Headquarters: Tama City, Tokyo; President and CEO: Aya Komaki), the operator of the 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) as part of its move toward 'Enter-Resortification.'

In December 2024, Sanrio Entertainment signed a comprehensive partnership agreement with Oita Prefecture to evolve Harmonyland into a stay-type entertainment hub that fuses tourism, regional resources, and experiential value under the 'Enter-Resortification' concept. Since then, collaboration across the prefecture has strengthened, including naming Oita Airport the 'Oita Hello Kitty Airport.' In December last year, the basic concept for 'Enter-Resortification' was announced, aiming for Harmonyland to become 'the kindest place in the world' and a new tourism hub.

To further materialize this vision, comprehensive partnership agreements were signed with Hiji Town in February 2026 and with Kitsuki City in March 2026, marking a new phase in co-creating the future with the region.

Through this Friendship Declaration, the three parties—Sanrio Entertainment, Kitsuki City, and Hiji Town—aim to build a deep mutual friendship, forming 'one large circle' to pave the way for a bright regional future. Based on the philosophy of 'Everyone Getting Along Together,' this declaration seeks to strengthen cooperation from the perspectives of exchange, development, and mutual assistance.

On the day of the ceremony, President Aya Komaki of Sanrio Entertainment, Mayor Satoru Nagamatsu of Kitsuki City, and Mayor Tetsuya Abe of Hiji Town took the stage, shared the declaration items, and signed the Friendship Declaration document. Special guests including Hello Kitty, Cinnamoroll, Pompompurin, My Melody, and Kuromi also appeared to enliven the venue.

Mayor Nagamatsu of Kitsuki City commented, 'I have high expectations for the daily evolution of Harmonyland so that everyone, regardless of age or handicap, can enjoy it.' Mayor Abe of Hiji Town stated, 'Kitsuki City and Hiji Town will cooperate and work with many companies and stakeholders to put our full effort into Enter-Resortification.' President Aya Komaki added, 'This ceremony was made possible by the cooperation of Kitsuki City and Hiji Town, who share our spirit of togetherness. I sincerely hope that the circle of friendship starting here will grow into a large circle that spreads around the world.' The ceremony concluded with the three leaders joining hands, symbolizing a warm and powerful connection for the future.

Moving forward, based on this declaration, the three parties will promote sustainable town development through both tourism promotion linked to 'Enter-Resortification' and regional revitalization.

**Friendship Declaration Items:**

1. Nurturing Regional Bonds (Exchange)
We will promote heart-to-heart exchanges that transcend generations and positions, building a warm community where everyone can live with a smile.

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

3. Supporting Regional Safety (Mutual Aid)
In times of difficulty, we will join hands and maintain and develop a safe and secure local society with a spirit of mutual help.