• He cobranding It allows companies to reach a broader audience by combining their customer bases and resources with other companies.

• Kuromi is one of Sanrio’s most popular characters.

• The global cobranding market is estimated to reach $14.7 billion by 2028.

The characters of Sanrio They have always had a special power: not only are they adorable, but they also manage to create connections with their fans around the world. From Hello Kitty to My Melody, these figures have become cultural icons capable of attracting the attention of several generations and transforming everyday products into desirable items. Now, KFC joins this trend with a proposal that will make the eyes of Sanrio fans shine: a menu inspired by the mischievous and charismatic Kuromi.

The central novelty of this collaboration is a Charm Kuromi plushwhich accompanies KFC combos. The dynamic is simple: any customer who buys a combo can add the stuffed animal to their order, which turns a regular meal into a much more special experience. However, there is an important detail, for now, this promotion is only available in KFC Malaysiawhere the Sanrio fan community is particularly large and enthusiastic.

Although this news may seem limited to those who live in other countries, the relevance of these collaborations goes beyond a local launch. Previous examples, such as campaigns McDonald’s with Hello Kittydemonstrate that products initially exclusive to certain regions can reach other markets thanks to global demand. In Mexico, for example, these items took a long time to come, but the insistence of fans finally allowed Sanrio characters to be available in a more accessible way. So, although Kuromi still does not have an arrival date for other countries, fans have reason to remain hopeful.

Kuromi’s attractiveness is no coincidence. Unlike some sweeter or more traditional Sanrio characters, Kuromi combines adorable style with a rebellious edge, making her especially popular with young and teen audiences looking for a character with personality and attitude. Incorporating Kuromi on the menu not only makes the KFC experience more playful, but also reinforces the chain’s marketing strategy: linking its products with cultural icons to increase public interest and interaction.

Additionally, these types of collaborations reflect how fast food brands have learned to adapt to entertainment and pop culture trends. It is not just about offering food, but about creating memorable moments that can be shared on social networks, generating conversation and promoting customer loyalty. Stuffed animals, toys and collectibles inspired by popular characters work as an additional incentive that, in many cases, motivates consumers to repeat the purchase or to choose specific products that include the special edition.

The question now is: When will we see Kuromi making its triumphant entry in other markets, including Mexico? In the meantime, fans can keep track of the promotion in Malaysia and dream that this adorable rebellion will soon reach their hands.

According to Nielsen, well-executed brand collaborations can increase positive perception of the brands involved by up to 30%.

Thus, Sanrio has managed to stand out with its singular focus on kawaii, or “cute” in Japanese, style, capturing the attention of millions of consumers around the world.

Sanrio has created more than 400 characters such as Keroppi, the Little Twin Stars, Chococat, Gudetama, among others, all under the philosophy “small gift, big smile”. In fact, Mexico is one of the most important markets for Sanrio, especially because it has a alliance with more than 30 companies that sell clothing, footwear, and endless products of these characters.

The charm of Kawaii products lies in their ability to evoke a feeling of joy and tenderness, precisely, part of Sanrio’s success lies in its ability to create a cohesive universe around its characters, which extends beyond physical products to include films, television shows, theme parks and a variety of collaborations with other globally recognized brands, which shows that this brand has been able to adapt to changes in the market and consumer preferences, taking advantage of social networks and digital platforms.

Now read: