Rascasse Audience Intelligence

Sanrio Target Market in United States

Sanrio has an estimated audience of 4.3M people in United States.

#850among brands in United States#703in Business & Career

The average Sanrio fan in United States is 25.6 years old, more female, and lives primarily in California.

Most fans live in California, Texas, Florida.

Top affinities include Rilakkuma, Hello Kitty, Dolls Kill, with strongest over-indexing on Rilakkuma (29.43× the country average).

Demographically, the Sanrio audience skews more female with an average age of 25.6, and over-indexes on personality traits such as Pet Ownership, Mindfulness.

The typical Sanrio fan in United States is more female, around 25.6 years old, with strong Pet Ownership tendencies and a notable affinity for Rilakkuma.

Category: Business & Career · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
4.3M
in United States
Gender
64.8%♀
35.2% male
Age
25.6
average years
Country rank
#7728
among all objects in United States
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Sanrio

64.8% are female, 35.2% are male, average age 25.6.

Fig. 02

Gender split

64.8%
Female
35.2%
Male
Demographic split for Sanrio audience in United States
MetricValue
Female64.8%
Male35.2%
Average age25.6
Estimated audience size4.3M
Fig. 03

Age distribution

Ø 25.6
average years
Age distribution of the Sanrio audience in United States
Age bracketShare%
16-2466%
25-3419%
35-448%
45-545%
55+2%
Fig. 04

Worldwide distribution

16.6%

of the worldwide Sanrio audience comes from United States.

Worldwide audience distribution share by country for Sanrio
CountryShare
Japan46.2%
United States16.6%
China4.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Sanrio customers by region in United States
#RegionReachAffinity×
01Hawaii~80K4.11×
02California~1.5M2.60×
03Nevada~80K1.86×
04Texas~500K1.58×
05Washington~200K1.52×
06Arizona~100K1.43×
07Oregon~70K1.29×
08Alaska~10K1.29×
09Virginia~100K1.12×
10Florida~300K1.11×
11New York~300K1.11×
12New Mexico~30K1.09×
13Illinois~200K1.07×
14Maryland~80K1.07×
15Georgia~200K1.05×
16North Carolina~100K0.99×
17New Jersey~100K0.99×
18Oklahoma~50K0.99×
19Utah~40K0.90×
20Minnesota~70K0.89×
21Colorado~60K0.88×
22Massachusetts~80K0.86×
23Indiana~80K0.86×
24New Hampshire~10K0.86×
25Rhode Island~10K0.85×
26Kansas~30K0.84×
27Louisiana~50K0.83×
28Tennessee~80K0.82×
29Connecticut~40K0.82×
30Nebraska~20K0.82×
31Pennsylvania~100K0.81×
32Kentucky~50K0.81×
33Alabama~50K0.80×
34Michigan~100K0.79×
35South Carolina~60K0.79×
36Arkansas~30K0.79×
37Delaware~10K0.79×
38Idaho~20K0.78×
39Missouri~60K0.76×
40Wisconsin~60K0.75×
41West Virginia~20K0.75×
42Ohio~100K0.74×
43Washington, District of Columbia~6K0.73×
44Mississippi~30K0.70×
45North Dakota~7K0.68×
46Iowa~30K0.67×
47South Dakota~7K0.65×
48Maine~10K0.60×
49Vermont~5K0.59×
50Montana~8K0.57×
Fig. 06

Affinity by region

Affinity by region — Sanrio, United States
0.57×1.00×4.11×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Sanrio audience vs. the country average
#·InterestCategoryAffinity×
01RilakkumaLiterature29.43×
02Hello KittyKids & Family12.44×
03Dolls KillShopping9.64×
04Shōjo mangaLiterature7.28×
05BTSMusic & Radio6.17×
06Stray KidsMusic & Radio6.00×
07Din Tai FungFood & Beverages5.45×
08CutenessBeauty & Wellness5.22×
09BarbieMovies & TV4.99×
10Hot TopicShopping4.38×
11TwitchGames4.34×
12Bad BunnyMusic & Radio3.58×
13Spirit HalloweenKids & Family3.42×
14K-popMusic & Radio3.24×
15Fashion NovaShopping2.71×
16Harry PotterMovies & TV2.68×
17Taylor SwiftMusic & Radio2.23×
18TikTokInternet & Social Media1.87×
19Target CorporationShopping1.63×
20MoviesMovies & TV1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Sanrio audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Sanrio audience vs. the country average · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.38×
MindfulnessBALANCE1.28×
Luxury OrientationPREMIUM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Sanrio audience vs. the country average · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.55×
TraditionCONSERVATISM0.58×
Need for SecurityCONSERVATISM0.58×
0×1.00× baseline2×
Appendix

Explore more audiences

More Business & Career audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Sanrio over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/sanrio-45662” · Methodology