Celebrating Aggretsuko Launch on Netflix with #DENOFRAGE and More!

Fans are buzzing over the recent launch of the new animated Netflix series, Aggretsuko. The series follows Sanrio's newest character Aggretsuko, a sweet red panda who struggles to make it through her day job at one of Tokyo's most respected trading companies. When her workday frustrations reach a boiling point, Aggretsuko goes into "rage mode" and channels her frustration through heavy metal karaoke sessions. Celebrating the show's uber-relatable protagonist, Sanrio has scheduled a month full of takeovers, collaborations and product launches for the ever-growing list of Aggretsuko fans.

Beginning May 4, Aggretsuko takes over Sanrio's Japanese Village shop in Little Tokyo! The 800 square foot retail space in downtown L.A. will be transformed into Aggretsuko's DEN OF RAGE, an experiential pop-up where fans can immerse themselves in the character's colorful world - from her desk at her trading office in Tokyo, to the karaoke bar where she lets off steam after work. Shareable photo opps, the largest selection of new imported and exclusive Aggretsuko merchandise in the world and appearances by Aggretsuko herself (in sweet and rage modes!) will highlight this takeover. Aggretsuko's DEN OF RAGE will be open for two weeks.

Aggretsuko's love of heavy metal has inspired a mash-up with independent and iconic music store, Amoeba Music that will launch later this month. Fans will be able to rage alongside the karaoke enthusiast as she makes appearances in the shop's landmark Hollywood and San Francisco locations. Sanrio and Amoeba Music will host live screen printing events with special edition Aggretsuko x Amoeba Music t-shirts and tote bags available for purchase.

Sanrio also partnered with Pintrill on a special edition pin featuring Aggretsuko in "rage mode." The limited edition pin is now available for purchase at Sanrio.com and select Sanrio stores.

Important Dates: May 4 - 16 Aggretsuko's Den of Rage Pop-Up Shop Opens - Sanrio Japanese Village, Downtown LA (Little Tokyo) May 17 Aggretsuko Appearance @ Amoeba Music L.A. May 19 Aggretsuko Appearance @ Amoeba Music San Francisco

About Sanrio
Sanrio is the global lifestyle brand best known for pop icon Hello Kitty®, who recently celebrated her 40th Anniversary. Home to many endearing characters including Chococat® My Melody®, Badtz-Maru® and Keroppi®, Sanrio was founded on the 'small gift, big smile®' philosophy - that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration for the broad spectrum of unique products and experiences. Today, more than 50,000 Hello Kitty-branded items are available in over 130 countries and upwards of 15,000 U.S. retail locations including depar™ent, specialty, national chain stores and over 35 Sanrio boutiques. For more information please visit www.sanrio.com and www.facebook.com/hellokitty.

Media requests: Sanrio
Dyann Hawkins/Xochil Rincon (323) 874-4073