Rewritten Blog: Top 5 Underground Sanrio Characters
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Top 5 Underground Sanrio Characters That Shaped My Childhood (And My Design Aesthetic)
Growing up in New Zealand with a Japanese upbringing, Sanrio characters were a constant in my life. As a Japanese graphic designer and illustrator in Melbourne, I’ve always loved characters’ visual stories. We spoke Japanese at home, watched anime on VCRs, ate imported Pocky, and Sanrio was everywhere. But while Hello Kitty and My Melody were adored by many, I gravitated toward the quieter, less mainstream characters. Those characters felt softer, cooler, more me.
What’s exciting is that many of these so-called underground Sanrio characters are now experiencing a revival. Thanks to social media, nostalgia-driven fashion, and new collaborations, characters like Hangyodon and Bad Batsu Maru have become cult favourites again, loved not only by those who grew up with them but also by a new generation of fans.
Here are my top five favourites from back then, which still inspire my illustration and design work today:
5. Goropikadon (1982)
Two oni brothers who attend “Thunder School,” with matching tiger pants. Their design always struck me with its 70s anime nostalgia — bold lines, playful mischievousness.
4. Pochacco (1989)
A cheeky pup, not too flash; just enough character to be beloved. I loved imagining his adventures when I had lunch boxes or stationary with his face.
3. Bad Batsu Maru (1993)
This penguin had attitude. He feels like Sanrio’s cheeky answer to cartoon chaos, a penguin that looks sweet but has an edge. It’s fun to see him make a comeback lately.
2. Hangyodon (1985)
Half fish, half man, all weird. He felt ahead of his time; quirky design, bold character. It’s no surprise that he’s found new fame among younger fans discovering Sanrio through memes and collabs.
1. Tuxedo Sam (1979)
My ultimate favourite. That penguin with a top hat, 365 bow ties. How could I not love him? I repped his lunch boxes, pencil cases, he was my fandom. He’s also had a resurgence recently, which feels like a full-circle moment for me.