If your Japan itinerary includes cute cafés, character shops, and the occasional niche attraction, there's a new stop in Yamanashi Prefecture that deserves a spot on your list. The Yamanashi Strawberry King Museum officially opened on April 3rd, 2026 in Kai City, offering travelers a new way to experience the story behind Sanrio.
Best known around the world for Hello Kitty, Sanrio has long been part of Japan's pop culture landscape, but this museum goes beyond the familiar characters and souvenir shelves. Instead, it offers a look at the company's origins and the life of its founder, Shintaro Tsuji, who was born in Yamanashi and founded Sanrio's predecessor in 1960.
The museum is split into two buildings: the Sanrio History Museum, which explores the company's early years, characters, merchandise, and even the long-running Strawberry Newspaper, and the Shintaro Tsuji Memorial Museum, which focuses on Tsuji's personal history and philosophy.
Visitors can see a recreation of his office, browse nostalgic displays, and explore themed spaces including the Strawberry King's Welcome Stage, Sanrio Memories, and the Everyone Get Along Salon. The warm, log cabin-style interior gives the whole place a cozy, almost hidden-gem feel rather than a flashy tourist-attraction vibe.
For travelers, there's another major bonus of museum-exclusive merchandise. A limited ticket option also includes original goods such as a tote bag and postcard, making it an especially tempting stop for collectors.
The museum is open from 10am until 5pm (last entry at 4pm) and is generally closed on Tuesdays. Advance reservations are required, so it's best planned as part of a wider Yamanashi trip.
