Sanrio's First Own Mobile Game Is a Hello Kitty Rhythm Title

Sanrio announced on September 21 that Sanrio Kawaii Me Live!, the first game under its own Sanrio Games label, launches globally on iOS and Android in January 2027. Pre-registration opened the same day. It is a rhythm and dance game with Hello Kitty, Cinnamoroll, My Melody, Kuromi and Pompompurin, two difficulty modes, and original songs written for it by six Universal Music acts.

What was announced

Sanrio has licensed its characters to other studios for years; this is the first title published under Sanrio Games, its own brand. Sanrio Kawaii Me Live! is set for a global release in January 2027 on iOS and Android, and pre-registration opened on September 21.

The game splits into two modes: Performance Mode, which is about watching the characters dance and perform, and Technical Mode for players who want the difficulty a rhythm game usually implies. Outfits and stage designs are customisable, which is the collection layer.

The music is original rather than licensed back-catalogue: Sanrio commissioned songs from six Universal Music artists — Soala, SHE'S, Lienel, Polkadot Stingray, Yabai T-Shirts Yasan and Mi'Line Hearts — written for the characters they accompany.

There is also a launch concert. Sanrio Kawaii Me Live! Launch Live takes place at Yokohama Kannai Hall on January 14, 2027, with all six acts performing, a 3D performance from Kuromi as an artist, and appearances by Hello Kitty, Cinnamoroll, Pompompurin and My Melody.

What it means for players

Two modes is the interesting design decision. Rhythm games on phones usually force one difficulty ladder and lose the audience that came for the characters; separating a watch-and-tap mode from a technical one is an attempt to keep both.

Publishing its own game also changes what Sanrio controls. Licensed Hello Kitty titles have come and gone on both stores with little consistency; a first-party label implies a longer support window and character usage that does not expire with a contract.

The bigger question is the one Sanrio has not answered: monetisation. A global free-to-play rhythm game with collectible outfits normally means gacha, but nothing has been said about pull rates, energy or song unlocks. Pre-registration rewards have not been detailed either.

What happens next

Pre-registration is open now on both stores ahead of a January 2027 launch with no exact day given. The concert on January 14 sits just before the window, which suggests the launch lands around it.