Sanrio is expanding its gaming ambitions with Sanrio Kawaii Me Live!, a new free-to-play rhythm and dance game scheduled for a global release in January 2027. The title is the first smartphone game released under the company’s recently established Sanrio Games brand, bringing characters such as Hello Kitty and other popular Sanrio personalities into a music-focused experience.
Sanrio officially opened pre-registration on September 21, 2026, giving fans an early opportunity to participate in a milestone reward campaign ahead of launch. The company has also revealed collaborations with multiple music artists, while a new partnership with ZUTOMAYO has been confirmed.
Sanrio Kawaii Me Live! Brings Sanrio Characters Into a Rhythm Game
Sanrio Kawaii Me Live! will let players enjoy rhythm-based gameplay alongside their favorite Sanrio characters. Beyond completing music stages, players can customize character outfits and stage designs to create their own distinctive “super-kawaii” performances.
The soundtrack is also a major part of the game’s identity. Sanrio has announced original songs created through collaborations with Universal Music artists including Soala, SHE’S, Lienel, Polkadot Stingray, Yabai T-Shirts Yasan and Mi’Line Hearts, with an additional collaboration involving ZUTOMAYO confirmed.
A concept promotional video released through the official Sanrio Games YouTube channel provides an early look at the game’s visual style and musical gameplay.
Pre-Registration Rewards Lead to a Special Hello Kitty Outfit
The Sanrio Kawaii Me Live! pre-registration campaign combines app registrations with followers of the game’s official social media accounts. Multiple reward milestones are planned, beginning with in-game items at 50,000 participants and progressing through accessories, gacha tickets and character stickers.
The biggest reward arrives at 1 million combined registrations and followers, when players can unlock Sanrio Games Mira Wear for Hello Kitty. The campaign is currently scheduled to run through January 13, 2027, one day before the game’s launch celebration event.
Sanrio will also hold the “Sanrio Kawaii Me Live! Launch Live” at Yokohama Kannai Hall on January 14, 2027. The event will feature performances from the game’s collaborating artists, a 3D performance by KUROMI, and appearances from Hello Kitty, Cinnamoroll, Pompompurin and My Melody.
The game will be free-to-play with optional in-app purchases and will launch on iOS and Android in January 2027. Sanrio Games describes its broader initiative as an effort to create new ways for audiences worldwide to interact with its character IP through games and connected entertainment experiences.
