Shintaro Tsuji
Shintaro Tsuji (born 1927) is a Japanese entrepreneur who founded Yamanashi Silk CenterSanrioSanrio Company, Ltd. is a Tokyo-based Japanese character brand company founded by Shintaro Tsuji in 1960 as Yamanashi Silk Center, known for licensing and gifts built on characters such as Hello Kitty and for theme parks including Sanrio Puroland. After Tomokuni Tsuji became president in 2020, it shifted to a multi-character strategy and has repeatedly set record results.Open the full entry, the predecessor of Sanrio, in 1960 and served as its president for 60 years as it grew into a company known for characters such as Hello Kitty. In 2020 he handed the presidency to his grandson Tomokuni Tsuji; he is now honorary chairman.
Contents15 sections
Key facts
1927Born in Kofu
Shintaro Tsuji was born on December 7, 1927, in Kofu, Yamanashi Prefecture. His company profile says air raids he lived through as a university student taught him the value of peace.[1]
He lost his mother at 13 and was raised by an aunt.[2]
1949–1960From Civil Servant to Founder
He joined the Yamanashi prefectural government in December 1949, left in August 1960, and founded Yamanashi Silk Center Co., the future Sanrio, as its representative director and president.[3]
1966First Book
After meeting Takashi Yanase he started publishing, issuing Yanase’s poetry collection Shishu Aisuru Uta in 1966. When it was reissued in 2026, he said the two had published it by trial and error while still unknown.[4]
1973Naming Sanrio
In his founder’s message he writes that Sanrio means holy river, and that he founded the company hoping to build a culture of peace by a river, where people would care for one another and live in harmony.[5]
Since 1975The Strawberry King
He promoted the slogan “Small Gift Big Smile” and for about 50 years wrote messages in the Ichigo Shinbun magazine as his alter ego, the Strawberry King.[1]
1977–2014Group Posts
He also headed Sanrio Music Publishing, chaired Kokoro, led the companies running the two theme parks, and from 2009 led Sanrio Entertainment.[3]
2007On Business
In 2007, at 79, he said that “to have many friends whom you can talk with your heart is the most blessed thing in your life,” and that it was important to him to establish a company with a good reputation.[2]
2013Son’s Death
In 2013 his son and heir apparent, Kunihiko Tsuji, died of acute heart failure on a business trip to Los Angeles at 61.[6]
2020Handover to Grandson
At 92 he stepped down as president on July 1, 2020, handing the company to his grandson in its first leadership change since its founding.[7]
In July 2020 he became representative director and chairman, and his grandson Tomokuni Tsuji became president.[8]
2022Retires as Chairman
In the fiscal year ended March 2022 he retired as representative director and chairman, and the company booked a ¥300 million founder’s merit provision.[9]
2025Drama Model
In 2025 the character Shinnosuke Yagi in the NHK morning drama Anpan was modeled on him, depicting his friendship with Takashi Yanase.[10]
April 3, 2026Museum Opens
His museum opened in Kai, Yamanashi; at 98 he spoke at the ceremony and played the harmonica.[11]
The museum recreates his office at the Shinagawa, Tokyo, headquarters.[12]
As of October 2026: Honorary Chairman
He is Sanrio’s honorary chairman.[13]
Related Organizations, Websites, and Public Accounts
Sanrio: Official website: https://corporate.sanrio.co.jp/ (opens in a new window)[14]
Shintaro Tsuji Memorial Museum Co., Ltd.: Official website: https://strawberryk-museum.com/ (opens in a new window)[1]
Sources
- 「みんななかよく」の想いを込めたミュージアム「山梨いちごの王さまミュージアム サンリオ創業者 辻信太郎記念館」2026年4月・山梨県甲斐市にオープン (opens in a new window)
- Shintaro Tsuji, CEO, Sanrio (opens in a new window)
- 有価証券報告書 ‐ 第57期（2016/04/01 ‐ 2017/03/31） (opens in a new window)
- 初版本を復刻！やなせたかし氏とサンリオ初の詩集本『詩集 愛する歌』 2026年4月発売決定 (opens in a new window)
- 創業者よりメッセージ | 株式会社サンリオ (opens in a new window)
- Hello Kitty and the Culture of Giving to the Next Generation (opens in a new window)
- Hello Kitty Founder Steps Down As CEO Of Sanrio (opens in a new window)
- 有価証券報告書 ‐ 第60期（2019/04/01 ‐ 2020/03/31） (opens in a new window)
- 有価証券報告書 ‐ 第62期（2021/04/01 ‐ 2022/03/31） (opens in a new window)
- 「山梨いちごの王さまミュージアム サンリオ創業者 辻󠄀信太郎記念館」がオープン！ いちご新聞や歴代キャラクターなども展示、限定グッズにも注目 (opens in a new window)
- 「山梨いちごの王さまミュージアム サンリオ創業者 辻信太郎記念館」 2026年4月3日(金)、山梨県甲斐市にオープン！ (opens in a new window)
- 山梨にサンリオの記念館オープン 創業者、辻信太郎さんの地元 (opens in a new window)
- 会社概要 | 株式会社サンリオ (opens in a new window)
- 企業情報サイト | 株式会社サンリオ (opens in a new window)