Yamanashi Strawberry King Museum, Sanrio Founder Shintaro Tsuji Memorial Museum

The Yamanashi Strawberry King Museum, a museum created by Shintaro Tsuji (President and CEO of Shintaro Tsuji Memorial Museum Co., Ltd.), the founder and honorary chairman of Sanrio Co., Ltd., introduces the history of Sanrio's early days, which has never been publicly discussed before. It was established in Yamanashi, Tsuji's hometown, as a gift from Mr. Tsuji and the Sanrio character "Strawberry King" to Sanrio fans, with the wish that "everyone be friends."

The facility consists of two log cabins. The "Sanrio History Museum" showcases the history of Sanrio from its founding through various eras, while the "Shintaro Tsuji Memorial Museum" displays the personal history and related items of the founder, Shintaro Tsuji, as well as a recreation of his office.
Our company was responsible for the overall production of the space (planning and design of architectural renovations, exteriors, landscaping, and outdoor signage, as well as planning, design, and construction of exhibition spaces, signage, graphics, and sculptures).

Since its founding in 1960, Sanrio has become a globally recognized company with many characters, including Hello Kitty. At its core lies Sanrio's motto, "Let's all get along." To realize this philosophy, the company was asked to create a museum using two existing log cabins, one facility that would allow visitors to learn through exhibits how the business was born and nurtured, and another facility that would showcase the life story of Shintaro Tsuji. Creating a space that would delight visitors and implementing the Sanrio worldview were also important challenges.

With the aim of conveying Sanrio's philosophy, "No one can live alone. That's why we should all live together, helping each other," and the idea that "people connect with each other by adding a message to a small gift," to a wide audience, everyone involved in the project deepened their understanding and focused on how to best delight visitors when producing the space. As a gift for Sanrio fans, the project created a space that embodies the Sanrio worldview while experientially conveying the background and philosophy behind the company's principles.

From the initial planning stages, we had thorough discussions about how to best translate the message we (Sanrio and Shintaro Tsuji Memorial Museum) wanted to convey into the exhibition. We were able to proceed while receiving a lot of advice and ideas.
Thanks to the understanding of the significance of preserving this museum for future generations and the shared perspective with Sanrio fans, the members of Nomura Co., Ltd. worked on this project, resulting in a museum that truly reflects our vision.