Sanrio Puroland

Sanrio Puroland (サンリオピューロランド), also known as Hello Kitty Land, is an indoor theme park located in Tama New Town, Tokyo, Japan. Opened on December 7, 1990, it hosts attractions, live shows, shopping outlets, and restaurants dedicated to Sanrio characters such as Hello Kitty, My Melody, Cinnamoroll, Gudetama, and Aggretsuko, in a manner akin to Disney theme parks.

Sanrio Puroland attracts over 1.5 million visitors per year, and is ranked among the major theme parks in Japan, along with both Tokyo Disney Resort parks and Fuji-Q Highland. Sanrio also operates Harmonyland, an outdoor theme park in Oita Prefecture.

History
Sanrio Puroland was a "bald attempt" to challenge the Walt Disney company and its theme parks. During its conceptual phase, Sanrio Puroland was known by many names - first as Sanrio Communication World, as well as Sanrio Heart Park and Sanrio Piero Land. The original theme was going to be "communication", as opposed to Sanrio's existing works, including its characters.

In 1985, Sanrio initiated a project called "Sanrio Science Culture Communication Center" (SSCCC) with the goal of constructing a theme park that would open in 1990 to coincide with Sanrio's 30th anniversary. To build knowledge on theme park operation, management, and interior design, Sanrio commissioned Landmark Entertainment Group to design two facilities - the Ginza Sanrio Gift Gate (a concept shop that was located at the same spot as the current Ginza flagship store of Tiffany and Co.) and Sanrio Phantasien (an indoor minipark that was located inside what is now the LaLaport TOKYO-BAY retail complex). The initial design phase began in 1987, and Sanrio Puroland broke ground in November 16, 1988. It took a team of 2,500 workers approximately two years to complete, at a cost of around JPY 60-70 million.

Early days
Sanrio Puroland opened on December 7, 1990, and would operate at a loss for the first few years of operation, due to factors such as the aftereffects of the Japanese asset price bubble burst and complaints from city locals.

Notable temporary closures
Sanrio Puroland was temporarily closed from February 22 to July 20, 2020, during the early stages of the COVID-19 pandemic.

Rides
Sanrio Puroland offers visitors two dark rides. The Sanrio Characters Boat Ride, which tells the story of various Sanrio characters preparing for a party held by Hello Kitty, was the park's only ride until the opening of SANRIOTOWN in 2013, and with it the introduction of Mymeroad Drive, where riders are taken to a tour of Mariland (My Melody's homeland) via a rental car designed by Kuromi, My Melody's rival. Both rides offer commemorative photographs which can be separately purchased.

Walkthrough attractions
Sanrio Puroland has two walkthrough attractions, both found at SANRIOTOWN (second floor), as follows:
 * Lady Kitty House - Visitors explore a regal-like residence with several items decorated in Hello Kitty's image (some parts of this attraction are designed by Japanese graphic designer and art director Yuni Yoshida). At the end of the attraction, visitors can have a photo together with Hello Kitty (can be printed for a separate fee).
 * Kiki & Lala Twinklingtour - Visitors explore a replica of the birthplace of Kiki and Lala (Little Twin Stars).

Other attractions
Visitors can ring Hello Kitty's Bell of Happiness, located inside the Tree of Wisdom.

Other attractions inside Sanrio Puroland include five food factory displays (candy, juice, chocolate, bread, and ice cream), and a game corner with kids' rides, purikura booths, and UFO catchers.

Main parades
The main parades of Sanrio Puroland take place around the Tree of Wisdom in Puro Village (first floor). The current main parade is "Miracle Gift Parade", which debuted in late 2015 to commemorate Sanrio Puroland's 25th anniversary. Past parades and seasonal parades are as follows:

Past parades
 * Sanrio Starlight Parade (1990 to 1997)
 * Sanrio All-Star Parade "Cosmic Fantasy" (July 19, 1997 to June 19, 2001)
 * Illuminant (June 22, 2001 to June 12, 2007)
 * Sanrio Heartful Parade "Believe with Hello Kitty" (June 15, 2007 to October 31, 2013)
 * Hello Kitty 40th Anniversary Parade "ARIGATO EVERYONE!" (November 1, 2013 to January 13, 2015)
 * My Melody and Little Twin Stars 40th Anniversary Parade "OMOIYARI TO YOU" (January 16, 2015 to November 29, 2015)

Seasonal parades
 * Musical Show "The Puro Christmas" (2018)
 * Puro Summer Fest LIVE!!!! (2019)

Stage shows
Sanrio Puroland hosts a variety of stage shows (both regular and seasonal) in various areas. Selected past and present shows are as follows:

Märchen Theater
 * KAWAII KABUKI (since March 10, 2018) - A kawaii-themed kabuki musical adaptation of the Japanese traditional folktale Momotaro. Created in collaboration with Shochiku.
 * Hello Kitty in Wonderland (April 20, 2013 to January 31, 2018) - A musical adaptation of Alice in Wonderland created by Koike Shuichiro to commemorate Hello Kitty's 40th anniversary. Includes a musical revue portion at the end of the show produced by Takarazuka.
 * Hello Kitty and the Wizard of Oz (April 13, 2009 to April 4, 2013) - A musical adaptation of The Wizard of Oz created by Koike Shuichiro to commemorate Hello Kitty's 35th anniversary. Includes a musical revue portion at the end of the show produced by Takarazuka.
 * Hello Kitty's Nutcracker (June 6, 2006 to April 5, 2009) - Based on The Nutcracker. Includes a musical revue portion at the end of the show produced by Takarazuka.
 * Hello Kitty's Journey Through Fairyland (April 23, 2004 to May 31, 2006)
 * Hello Kitty Dream Revue 2 (March 26, 2002 to April 4, 2004)
 * Hello Kitty Dream Revue 1 (March 10, 2000 to March 17, 2002)
 * Sanrio Characters on Broadway!! (April 10, 1991 to January 30, 1992)

Fairyland Theater
 * MEMORY BOYS: The Shop Selling Memories (June 30, 2018 to October 16, 2023)
 * Little Hero (June 27, 2015 to May 26, 2018)
 * My Melody and the Legend of Star and Flower (June 25, 2011 to May 24, 2015)
 * Someday saga (June 20, 2003 to May 8, 2011)
 * Marron Cream's Love Fantasia (February 1999 to May 18, 2003)
 * Monkichi's Magical Mystery (July 1996 to February 1999)
 * Pocchaco and Pekkle's Adventure (February 1992 to July 1996)

Other shows
Sanrio Puroland also hosts a daily fireworks show (during the summer) and various illumination shows.

Shops

 * Entrance Shop - The largest shop in Puroland, which is located on the third floor. Original Puroland goods are available here. When the park first opened, it was called the “Souvenir Festival Plaza.” Inside of the store was a castle and circus tent, and a moving trap bridge was built. Additionally, the cashier was set up inside of an enclosure similar to that of an Orient Express train car called the “Register Train,” and the entertainment part of shopping was displayed.
 * Lady Kitty House Shop - Shop focused on selling Kitty goods, located on the second floor of Sanrio Town. Original “Lady Kitty House” goods are also available here.
 * My Melody Shop - Located directly above the entrance of Rainbow Hall on the fourth floor, vivitix (shop that closed on November 5, 2013 and was formerly Strawberry Lounge) was renovated. This is a shop focused on selling My Melody goods and there are some available that are designed exclusively for Puroland. Attached to this shop was a room entirely decorated with My Melody goods, which was renewed as a photo spot called “My Melody Garden” in 2020.
 * Gudetama Shop - Shop focused on selling Gudetama goods, located on the third floor of Rainbow Hall.
 * Village Shop - Shop that mainly sells stationary, plush toys, etc for children and is located on the first floor of Puro Village.
 * Duty-free counter - Tax-free counter that sells candy, plush toys, cameras, etc. on the fourth floor of Rainbow Hall. The duty-free counter and duty-free services will no longer be available as of November 17, 2023.
 * Boat Ride Photo Corner - Shop located on the second floor of Puro Village that sells souvenir photos, headbands, etc. during the Sanrio Character Boat Ride.

Restaurants

 * Restaurant Yakata - A buffet style restaurant on the fourth floor of Rainbow Hall. Visitors are able to enjoy meeting and taking photos and/or videos with 6 different characters at random- Hello Kitty, Dear Daniel, Cinnamoroll, My Melody, Pompompurin, and Wish me mell - at this restaurant. There is a 70 minute time limit. Installed at the information desk is a “reception system to reduce waiting time.” To know their turn in line, customers get a numbered ticket from the information desk and use their mobile device to scan the QR code found on the ticket. Until their turn is called, customers can freely roam around inside the park. Operation was suspended after its temporary closure in February 2020. In July 2020, the buffet was made available again. In the same year on August 10th, the buffet format was suspended, and the restaurant reopened for business with a one-plate menu. As of 2022, greeting visitors at their seats has been suspended and instead characters appear onstage in the restaurant.
 * Sanrio Rainbow World Restaurant (sponsored by Coca Cola East Japan) - Located on the fourth floor of Rainbow Hall, this “Food Machine Restaurant” underwent renovation and reopened as a rainbow-themed food court-style restaurant on December 23, 2016. The restaurant interior is decorated with colorful rainbow-like decor. Mainly depicted are the associated colors and messages of seven Sanrio characters (Hello Kitty, My Melody, Little Twin Stars, Pompompurin, Keroppi, Gudetama, and Cinnamoroll), and aside from this, their objet d’art is placed at the entrance of the restaurant. The menu features desserts decorated with Sanrio characters such as Hello Kitty and Gudetama, as well as other foods that can be found in food machine restaurants, regardless of the typical clientele. Additionally, a limited-time menu supervised by Koji Matoba was available to celebrate the restaurant’s opening. Seating capacity: 350 people.
 * Character Food Court (sponsored by Coca Cola East Japan) - A fast-food style food court/ restaurant inside of a renovated “gourmet bazaar” which is located on the first floor of Sanrio Town. The menu is primarily aimed at young women and children, and features Japanese curries and sweets in the shape of characters like Hello Kitty, My Melody, etc., which is reminiscent of character bentos and food art, as well as the Sanrio characters that are popular on Instagram. Events like the “Character Curry General Election” are held periodically. Seating capacity: 524 people.

In addition to these restaurants, there is the Dream Cafe (formerly Tea Time Terrace, seating capacity: 65 people), which is located on the fourth floor of Rainbow Hall. For a limited time, the cafe is open as “My Melody Dream Cafe,” “Cinnamoroll Dream Cafe ,” etc. (sponsored by Nissei) which offer original sweets and other items with the character designs. Additionally, on the first floor of Puro Village is Sweet Parlor, which offers a collection of drinks, character designed ice creams, etc.

Incidents

 * In 2015, a 5-year-old boy of foreign nationality fractured one of his fingers in the Sanrio Characters Boat Ride after reaching one of his hands out into the waterway and jamming it into one of the boats' metal stopper.
 * On February 24, 2024, the park was closed after staff received an email saying that a "hazardous" object had been placed on the premises. A subsequent police search found no such items.