Sanrio characters are getting a delicious makeover in a brand-new plush series from Sega Fave. Titled Kawaii YumYum MART, the line imagines what kind of menu items would be sold if the Sanrio characters ran their own diner. The first wave, called Kawaii YumYum MART Diner, launches on August 6, 2026, at toy stores, mass retailers, and online shops across Japan.
The concept springs from the idea of “What kind of products would be lined up if there were shops in the town where Sanrio characters live?” Combining Japan’s signature “Kawaii” with the tasty-sounding “YumYum,” the series aims to create items that blend seamlessly into the characters’ worlds.
The first installment takes inspiration from a nostalgic, pop-style American diner, reimagined with Sanrio’s signature cuteness.
The main menu includes five plush items: Hello Kitty’s BLT Burger, Hello Kitty’s Chicken Burger, Cinnamoroll’s Pine Burger, Pompompurin’s Pancake, and Kuromi’s Tsukimi (Moon Viewing) Burger. Side menu items are Hello Kitty’s Milk, Hello Kitty’s Potatoes, Cinnamoroll’s Float, Pompompurin’s Pure Honey, Kuromi’s Cola, and Kuromi’s Potatoes.
Each plush is designed to capture the fluffy texture of burger buns and the easy-to-hold shape, with toppings and colors tailored to each character’s personality. The result is a collection that’s as fun to look at as it is to cuddle.
For the side menu items, an original-design bag is included. The bag can be stored inside the plush itself, combining cuteness with practicality. Every item also comes with a loop, so fans can attach a carabiner (sold separately) and use the plush as a bag charm—perfect for taking their favorite Sanrio snack on the go.
The series will make its world premiere at Sanrio Fest 2026, held at Pacifico Yokohama on June 27–28, 2026. At the event’s school festival area, visitors can get an early look at the Kawaii YumYum MART Diner plushies, and also enjoy a specially designed photo booth (NICO MAKE), a DARTSLIVE3 experience, and free-play UFO catchers.
With its irresistible blend of cute and tasty, the Kawaii YumYum MART series is sure to be a hit. Fans can look forward to more installments in the future.
Product Details
- Main Menu Items (Hello Kitty’s BLT Burger, Hello Kitty’s Chicken Burger, Cinnamoroll’s Pine Burger, Pompompurin’s Pancake, Kuromi’s Tsukimi Burger)
Size: W8 × H12 × D8 cm
Target age: 15+
Price: 1,980 yen (tax incl.)
Release: August 6, 2026 - Sub Menu Items (Hello Kitty’s Milk*, Hello Kitty’s Potatoes, Cinnamoroll’s Float*, Kuromi’s Potatoes*, Kuromi’s Cola, Pompompurin’s Pure Honey)
Size: W7 × H12 × D7 cm
Accessory: Bag 1 point (W27 × H58 × D12 cm) – items marked with * include a green bag; others include a pink bag.
Target age: 15+
Price: 1,980 yen (tax incl.)
Release: August 6, 2026
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