SANRIO fans can now experience the charm of Hello Kitty, Cinnamoroll and Kuromi through a unique Penang-inspired setting, following the launch of Southeast Asia’s first Sanrio Peranakan-themed rooms and Afternoon Tea Experience at Iconic Marjorie Penang today.
The collaboration between Iconic Marjorie Penang and Sanrio Southeast Asia features 16 specially designed themed rooms at the Tribute Portfolio Hotel in Kampong Sungai Nibong, Bayan Lepas, blending the beloved Japanese characters with the elegance and distinctive elements of Penang’s Peranakan heritage.
The hotel has also introduced a special Sanrio Afternoon Tea Experience, featuring savoury items, pastries and desserts inspired by the personalities of Hello Kitty, Cinnamoroll and Kuromi.
Chief Minister Chow Kon Yeow, who officiated the launch, said the collaboration was more than just a branding exercise as it reflected the long-standing friendship between Penang and Japan.
He said bringing Sanrio’s iconic characters to Penang was significant, but the fusion with Penang’s Peranakan heritage made the collaboration even more special. Chow was impressed by the attention to detail in the Sanrio Peranakan-themed rooms, where almost every item, from bath towels and toothbrushes to hairdryers, bed covers, pencils, pillows and cups, carried the beloved characters’ designs.
“Hello Kitty is one of Japan’s most recognisable cultural icons. Bringing Sanrio to Penang is already significant. But what makes this collaboration truly special is its fusion with Penang’s Peranakan heritage,” he said in his speech later at the ballroom, where the Sanrio characters were also featured prominently in the decorations, creating an immersive themed atmosphere.
Chow said the initiative was a creative way to introduce Penang’s local culture to international audiences while giving Japanese visitors another reason to experience the state.
“Visitors from around the world will discover our heritage through characters they already know and love,” he said.
He said the collaboration also built on the strong relationship between Penang and Japan, which had continued to grow over the past five decades.
“Japan has been one of Penang’s closest partners since the early days of our industrialisation. In the 1970s, Japanese companies were among the pioneers that placed their confidence in the Bayan Lepas Free Industrial Zone.
“Their investments laid the foundation for Penang’s transformation into the advanced manufacturing and technology hub that we are today,” he said.
Chow said Penang was now home to around 120 Japanese companies and establishments, including about 70 Japanese multinational corporations, while more than 3,000 Japanese expatriates lived and worked in the state.
He added that cultural exchanges between Penang and Japan had also strengthened through events such as Bon Odori, the Yosakoi Parade and Penang Aki Matsuri.
On tourism, Chow said 4,296 Japanese tourists arrived through Penang International Airport from January to June this year, reflecting continued interest in Penang as a travel destination.
He said the state government would continue supporting initiatives that strengthen ties with Japan through investments, tourism, education and cultural exchanges.
“We believe these partnerships create opportunities for businesses, create quality jobs for our people, and further strengthen Penang’s position on the global stage,” he said.
Meanwhile, Iconic Group executive director Katherine Tan said the launch came at an opportune time as Malaysia welcomes visitors from around the world through the Visit Malaysia 2026 campaign.
She said the unique experience was aimed at attracting both local and international travellers while introducing Penang’s Peranakan heritage in a fresh, fun and memorable way.
“Today, I am especially proud to introduce Southeast Asia’s first Sanrio Peranakan-Themed Rooms and Afternoon Tea Experience,” she said.
Tan said Iconic Group’s partnership with Sanrio began in 2022 through healthcare products, including Sanrio character medical face masks, festive gift sets, and later Iconic Babycare diapers and wipes.
She said the partnership had grown over the years based on trust, shared values and a commitment to quality.
“When we developed Iconic Marjorie as a modern Peranakan-inspired hotel, I saw an opportunity to create something truly different. I didn’t want to create just another character-themed room.
“I wanted to create an experience that celebrates Penang’s rich Peranakan heritage while bringing the timeless charm of Hello Kitty, Cinnamoroll and Kuromi to life,” she said.
“From the moment guests walk into the room, I hope they will feel the joy of Sanrio while experiencing the elegance and unique identity of Iconic Marjorie,” she added.
She also expressed appreciation to Sanrio Southeast Asia and Marriott International for their support in making the collaboration possible.
Meanwhile, Sanrio Southeast Asia chief operating officer Kohei Imai described the launch as a special milestone in the collaboration between both parties, as it marked the first time the Sanrio Peranakan theme had been introduced in Southeast Asia.
“I hope visitors will treasure this unique experience,” he said.
Marriott International vice-president of Hotel Development, Asia Pacific, Andree Susilo said travel preferences today were increasingly influenced by children, adding that the Sanrio Peranakan-themed rooms would be a valuable addition to the Iconic Marjorie Penang.
“Travelling nowadays is not just about what parents want; it is also about what children want. The Sanrio Peranakan-themed rooms will be a great addition to the hotel,” he said.
Susilo said no two Tribute Portfolio hotels were the same, as each property told its own story through its design, culture and sense of place.
“Here, the Peranakan culture is incredible. Iconic Marjorie embodies that spirit beautifully. Since opening its doors, the hotel has embraced Penang’s rich heritage, and today we gather to celebrate another exciting chapter in that story by bringing Sanrio’s beloved characters in a bold and imaginative vision.
“This collaboration also reflects something we value deeply at Marriott International,” he said.
Also present at the launch were Ministry of Tourism, Arts and Culture (Motac) deputy secretary-general Chua Choon Hwa, Sungai Puyu assemblywoman Phee Syn Tze, her father and former state executive councillor Datuk Seri Phee Boon Poh, Iconic Group chairman Datuk Seri Tan Kean Tet, Iconic Group general manager Pauline Chua, Penang Motac director Dr Annuar Mohamed and other distinguished guests.
Story by K.H. Ong
Pix by Darwina Mohd Daud
Video by Alissala Thian