Exclusive Roblox Event Marks Kuromi’s 20th Anniversary

Sanrio’s delightfully mischievous icon, Kuromi, is celebrating her 20th Anniversary with a major in-game event on the Roblox platform. The celebration is centered within the popular experience, My Hello Kitty Cafe, a simulation/tycoon game where players manage a Sanrio-themed coffee shop.

The anniversary event, titled Kuromi’s Mischief Mansion, was introduced as an update to the My Hello Kitty Cafe experience. This special event aims to reward players with limited-edition UGC (User-Generated Content) and new gameplay features to mark Kuromi’s two decades as a beloved character.

The Kuromi 20th Anniversary UGC Event and the introduction of the new mini-game, Kuromi’s Mischief Mansion, highlights Sanrio’s successful strategy of leveraging global digital engagement platforms like Roblox to connect with a younger, diverse audience and provide exclusive content. The integration within a high-traffic experience ensures maximum visibility for the milestone.

Key Features of the Roblox Celebration

• New Mini-Game: The new Kuromi’s Mischief Mansion mini-game provides a new area for players to explore and participate in to earn rewards. This is the centerpiece of the anniversary update.
• Limited-Edition Free UGC: Players can earn a limited-edition free UGC Kuromi Pal by achieving specific in-game goals related to the anniversary celebration. These types of collectible, limited-time virtual items drive significant player interaction and retention in Roblox experiences.
• In-Game Sales and Content: The event also included a Kuromi 20th Anniversary Sale, offering discounts on in-game items, and the release of a new Kuromi Theme 5th Floor Blueprint and Pal for cafe customization, giving players themed items for their cafe.
• Anniversary Campaign: The Kuromi 20th Anniversary often coincides with the My Melody 50th Anniversary, leading to joint campaign events in Sanrio-themed experiences that offer shared rewards.

The use of a popular existing Roblox experience like My Hello Kitty Cafe allows Sanrio to immediately tap into an active user base, offering high-value virtual goods and new gameplay loops to celebrate the significant milestone for the punk-rock-inspired character. This event reinforces the trend of major IP holders using metaverse platforms for character anniversaries and brand promotion.