J-FEC, Sanrio Launch 'Hello Kitty Japanese Fruit Hunt' To Promote Japan-Grown Produce

KUALA LUMPUR, Sept 25 (Bernama) -- The Japan Fruit and Vegetables Export Promotion Council (J-FEC) is teaming up with Sanrio Co Ltd and its character Hello Kitty to launch the interactive digital campaign “Hello Kitty Japanese Fruit Hunt”.

According to a statement, “Hello Kitty Japanese Fruit Hunt” is an interactive, smartphone-based scavenger hunt celebrating the freshness of Japan-grown fruits.

Running in three phases from Sept 24, 2025, to Feb 22, 2026, the campaign invites participants to visit real-world locations—such as restaurants, retail stores, and promotional events—where they can scan the official “Japan-Grown Fruit” label using their smartphones.

Each scan earns digital badges, boosting the user's Hunter Rank and unlocking exclusive Hello Kitty digital rewards and giveaways.

The more participants engage—by visiting locations, making purchases, or attending seasonal fairs—the greater their chances of earning limited-edition collectibles and prizes. A dedicated campaign website guides users through the experience.

The campaign is designed to be both fun and educational, offering travellers and locals alike a chance to explore Japan, support local agriculture, and experience the appeal of premium fruits in a gamified way—all with Hello Kitty as their guide.

More details, including participating stores and event updates, can be found on the campaign’s Instagram page and official promotion site.

-- BERNAMA