Sanrio and Honda Team Up for Suzuka 8 Hours Endurance Race, Taking on the Challenge with a Kuromi Themed Motorcycle

Sanrio and Honda have launched the SMILE RIDER PROJECT, a new collaborative initiative designed to share the appeal of motorcycles, motorsports, and traffic safety with younger generations and a broader audience.

The two companies have previously worked together on vehicles featuring character themed designs, but this project expands that partnership on a much larger scale. Built around the concept of bringing smiles to both children and adults, the initiative combines entertainment, motorsports, and social contribution.

Sanrio and Honda Enter the Suzuka 8 Hours

The centerpiece of the project is participation in the 47th Coca Cola Suzuka 8 Hours Endurance Road Race, part of the 2026 FIM Endurance World Championship, which will be held at Suzuka Circuit in Mie Prefecture on July 5.

The racing team will compete under the name SANRIO CHARACTERS × Honda Kumamoto Racing.

Supporting the effort is Honda Ryokuyokai Kumamoto Racing, an employee team from Honda's Kumamoto Factory, the company's domestic motorcycle production base, which is celebrating its 50th anniversary this year.

The team will race a specially designed CBR1000RR R FIREBLADE, developed and manufactured at the Kumamoto Factory. The motorcycle will feature a custom livery inspired by Sanrio's popular character Kuromi, as it takes on one of the world's most demanding endurance races.

In addition, Honda and Sanrio are planning helmets, racing suits, and team staff apparel featuring characters such as Hello Kitty and Pompompurin.

Collaboration Vehicles, Character Greetings, and Exclusive Merchandise

At the Honda RACING Gallery inside Suzuka Circuit Park, visitors will be able to view past collaboration vehicles created by Sanrio and Honda. The exhibition will be located in the special display area on the gallery's basement level.

The event will also feature character greeting appearances and the sale of limited collaboration merchandise, making it a must see attraction not only for motorsports enthusiasts but also for Sanrio fans.

Source : ORICON NEWS