Sanrio fans now have a stylish way to show their support for their favorite character—and help them climb the ranks in the company’s ongoing popularity poll.
Japanese jewelry brand U-Treasure has launched a new collection of necklace charms featuring more than 200 Sanrio characters. Each charm purchase adds points to the selected character’s total in the 2025 Sanrio Character Ranking, giving fans a fashionable way to cast their vote.
The collection includes well-known Sanrio stars like Hello Kitty, Kuromi, and Pompompurin—the dog character currently leading the poll. There are also charms for lesser-known mascots, giving them a chance to shine. Each necklace charm is made from K10 yellow gold and comes in a diamond, heart, or circle shape. The price is 27,500 yen (about US$194).
Every time a customer buys a charm, 50 points are added to that character’s score in the popularity contest. This means that fans can vote more than once and even help underdog characters compete with longtime favorites. Cinnamoroll, who won last year’s contest, could face strong competition this year thanks to this initiative.
Pre-orders for the charms are open until May 23, just two days before the official poll closes. Fans interested in supporting their favorite character should act quickly, as time is limited.
U-Treasure is known for collaborating with popular anime and Japanese brands. Previous partnerships have included series like Attack on Titan and Cardcaptor Sakura. The company also offers international shipping through the WorldShopping service, allowing Sanrio fans worldwide to take part in the contest.
This new jewelry campaign offers both a way to express fandom and a chance to influence the future of Sanrio’s character lineup. Whether you’re a longtime Hello Kitty supporter or rooting for a hidden gem, now is the time to show your love—and cast your glittering vote.
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