Sanrio Kawaii Me Live! makes Hello Kitty lead in rhythm game

Sanrio announced Sanrio Kawaii Me Live!, a rhythm game that places Hello Kitty and other Sanrio characters on virtual stages. Pre-registration is open and the company plans a global launch in January 2027. Sanrio Games will publish the title.

Players will tap to the beat of original songs performed by Sanrio characters while changing costumes and customizing stage visuals. The game pairs rhythm gameplay with collectible elements that let users alter outfits and stage decorations to match a “super-kawaii” aesthetic described by the company.

Music for the game is part of a partnership with Universal Music. The launch lineup includes original tracks from Soala, SHE’S, Lienel, Polkadot Stingray, Yabai T-Shirts Yasan and Mi’Line Hearts. Sanrio also announced a separate collaboration with Zutomayo. The company said the characters perform songs inspired by them rather than lip-syncing preexisting tracks.

Pre-registration features a tiered reward program tied to sign-up and social media milestones. The listed rewards include a Cosmo Soda at 50,000 registrations, ten gacha tickets at 300,000, and a guaranteed three-star gacha ticket at 800,000. Other milestones will unlock accessory sets and a sticker pack, and reaching 1,000,000 sign-ups will grant all players a Sanrio Games-themed Hello Kitty outfit. The reward list indicates the game will use gacha mechanics; Sanrio has not detailed pricing or the in-game economy.

Sanrio will mark the release with a launch concert on January 14, 2027 at Yokohama Kannai Hall titled Sanrio Kawaii Me Live! Launch Live. The six Universal Music artists are scheduled to perform, and character appearances will include Hello Kitty, Cinnamoroll, Pompompurin and My Melody. The character Kuromi is set to appear in 3D under the stage name Artist Kuromi.

Sanrio previously licensed its characters to outside developers for mobile games. Sanrio Kawaii Me Live! is being developed and published in-house under the Sanrio Games label. Hello Kitty first appeared in the 1970s and remains a central figure in the company’s entertainment and merchandise efforts.

Sanrio has not released details on regional release windows, download pricing or in-app purchase costs.