Japan’s Hello Kitty fruit campaign heads into final weeks

Japan’s Hello Kitty-fronted fruit promotion across Asia is now nearing its close, with the campaign set to wrap up later this month.

Branded “Hello Kitty Japanese Fruit Hunt,” the initiative has been running since 24 September 2025 across Taiwan, Hong Kong, Thailand, Singapore, Malaysia, and Vietnam. Led by the Japan Fruit and Vegetables Export Promotion Council together with JFOODO and JETRO, the promotion has been guiding shoppers toward retail stores, restaurants, and food venues featuring Japanese produce.

The format leans on a digital stamp rally: visitors scan the Japanese Fruit Mark at participating locations to collect stamps, access small rewards, and join prize draws — a simple mechanic aimed at making origin labels more visible and memorable, particularly among younger consumers and families.

With the programme scheduled to end on 22 February 2026, it sits within Japan’s wider export push for premium fruit, spotlighting categories such as apples, grapes, peaches, citrus, strawberries, persimmons, pears, and sweet potatoes through in-store displays, menu collaborations, and online promotion.

source and photo: jetro.go.jp