Sanrio and Honda have launched the “SMILE RIDER PROJECT,” a new co-creation initiative aimed at spreading the appeal of motorcycles and motorsports, as well as the importance of traffic safety, across generations. As part of the project, a Sanrio-designed bike will appear at the 2026 Suzuka 8 Hours endurance race, taking place from July 3 (Friday) to July 5 (Sunday) at Suzuka Circuit in Mie Prefecture.
The collaboration between Sanrio and Honda has previously produced vehicles and related goods featuring Sanrio characters. This project expands on those efforts under the concept of “making children and adults smile.” By leveraging the strengths of both companies, the project will convey the excitement of motorcycles and motorsports through participation in racing, while also promoting traffic safety education for elementary school students.
One of the key activities is entering the “2026 FIM Endurance World Championship ‘Coca-Cola’ Suzuka 8 Hours Endurance Road Race 47th Event” (commonly known as the Suzuka 8 Hours). The support team is “Honda Ryokuyokai Kumamoto Racing,” a team of employees from Honda’s Kumamoto Plant—the company’s domestic motorcycle production base, which celebrates its 50th anniversary this year. The plant developed and produces the race machine, the CBR1000RR-R FIREBLADE.
The race machine will feature a special paint scheme adorned with Kuromi. In addition, helmets, racing suits, and team staff wear featuring Hello Kitty and Pompompurin are also being planned.
Inside Suzuka Circuit Park, the “Honda RACING Gallery” will host an exhibition on the B1 floor special display area showcasing past Sanrio character x Honda collaboration vehicles. Character greeting sessions and sales of limited collaboration goods are also scheduled, making the event enjoyable for both racing fans and Sanrio character enthusiasts.
Furthermore, in cooperation with the Suzuka City Board of Education and Traffic Safety and Crime Prevention Division, Sanrio-character-designed “traffic safety T-shirts” will be distributed to approximately 1,400 first graders across 28 elementary schools in Suzuka City. A T-shirt presentation ceremony is planned for June 24 (Wednesday) at an elementary school in Suzuka.
This project offers a new point of contact for people who may not have previously had the chance to engage with motorcycles or motorsports. Don’t miss the sight of Sanrio characters bringing color and vibrancy to the circuit, a spectacle exclusive to Suzuka Circuit.
■2026 FIM Endurance World Championship “Coca-Cola” Suzuka 8 Hours Endurance Road Race 47th Event
Date: July 3 (Fri) – July 5 (Sun), 2026
Venue: Suzuka Circuit (Suzuka City, Mie Prefecture)
■“SANRIO CHARACTERS × Honda Kumamoto Racing” 2026 Suzuka 8 Hours Entry
Number: 43
Machine: CBR1000RR-R FIREBLADE
Riders: Kojima Kazuhiro, Ide Yosuke, TBD
(C) 2026 SANRIO CO., LTD. 著作 株式会社サンリオ
《堀めぐみ》
