This past weekend, the third round of the 2026 Endurance World Championship—the Suzuka 8 Hours—took place in Mie prefecture. Special guests were also present to add a touch of cuteness to the motorcycle endurance race’s atmosphere: Sanrio characters Hello Kitty, Pompompurin, and Kuromi were in attendance at Suzuka Circuit.
The presence of these characters is part of Sanrio and Honda’s ‘Smile Rider Project,’ an initiative to promote both the appeal of motorcycles as well as the importance of traffic safety. As covered by Japanese publication Car Watch, Honda’s Kumamoto plant raced in the Suzuka 8 Hours as Sanrio Characters x Honda Kumamoto Racing. The team was kitted out in Sanrio-themed gear, including a Kuromi livery for its CBR1000RR-R Fireblade.
The Honda Racing Gallery in Suzuka Circuit also participated in the Smile Rider Project with a special exhibit showcasing Honda and Sanrio’s previous collaborations, including the Hello Kitty Super Cub 50 from 2024. A giant Pompompurin was also present outside the Gallery to greet museum visitors and race attendees.
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Other Sanrio-themed activations at Suzuka over the race weekend included on-site sales of Smile Rider Project merchandise as well as meet-and-greets with Hello Kitty, Kuromi, and Pompompurin for younger fans. Unfortunately for fans of motorsport and Sanrio alike, Smile Rider Project merchandise appears to be exclusive to Japan.
The race itself was disrupted multiple times by heavy rain and safety cars; when the on-track action finally resumed, works team Honda HRC came out on top at the end of Suzuka 8 Hours. This marks the team’s 32nd overall victory, as well as its fifth consecutive victory at the circuit since 2022. Yamaha Factory Racing Team and BMW Motorrad World Endurance Team round out the podium at Suzuka.
What do you think of this latest crossover between Sanrio and Honda? Would you rock that Kuromi livery on the road if you had the chance? Let us know how you feel in the comments.
