Who Is HANAMARUOBAKE? Sanrio’s Wholesome Ghost Gains Popularity on TRAIN TV and Climbs Character Ranking Charts

A Ghost That Comforts, a Brand That Connects

The show led to mutual success: “It helped us reach a new fan base for both HANAMARUOBAKE and TRAIN TV,” said Nakamura. Kanzaki added, “While we initially focused on Gen Z awareness, the collaboration helped us reach across generations and genders. Even people outside the Tokyo area are now watching via catch-up streaming.”

Though HANAMARUOBAKE Radio has concluded, a new segment, HANAMARUOBAKE’s HATENA Sweets, began airing on April 16 and runs through May 11. In this series, Marumaru, a sweets-loving ghost, presents trivia about dessert origins. Timed with the start of a new school and fiscal year — a stressful season for many — the show carries the message: “Take a break with something sweet.” It’s already receiving an even greater response than the first.

“A Gold Star for You, Who’s Doing Your Best!”

The core message of HANAMARUOBAKE, delivered through shows and station ads, is:
“To you who are doing your best — here’s a gold star!”

In busy trains and bustling stations, it seems to strike a chord.

According to Kanzaki, “HANAMARUOBAKE quietly watches over people and gives recognition not only for results, but for effort and the journey itself. Originally, we hoped to connect with Gen Z — those facing themselves for the first time in life — to help them feel accepted. But now, we’re receiving support from adults and men as well. It really shows the character resonates widely.”

In fact, some fans see HANAMARUOBAKE as more than a character — they see it as an emotional anchor.

“One person said, ‘I feel like my late mother became HANAMARUOBAKE and is still watching over me. That belief is what keeps me going.’ To hear something so powerful… It confirms that HANAMARUOBAKE has the potential to support people as a concept, not just a character,” said Kanzaki.

Source : ORICON NEWS