TOKYO--(BUSINESS WIRE)--The Japan Fruit and Vegetables Export Promotion Council (J-FEC) is once again teaming up with Sanrio Co., Ltd. and its character Hello Kitty to launch the interactive digital campaign “Hello Kitty Japanese Fruit Hunt.” Participants use their smartphones to explore a variety of real-world locations—such as restaurants, retail stores, and promotional events—where the official “Japan-Grown Fruit” label2 is displayed. By scanning the label with their smartphone, they collect digital badges and join Hello Kitty on a fun scavenger hunt to discover the freshness and appeal of Japan-grown fruits in a uniquely interactive way.

The more you participate—by visiting stores, purchasing products, or attending related events—the more chances you get to unlock limited-edition Hello Kitty digital rewards and enter exclusive giveaways. This is a perfect opportunity to explore, scan, and experience the unique appeal of premium fruits grown in Japan, all through a fun and interactive journey with Hello Kitty. Content tailored for travelers visiting Japan is also in the works, so stay tuned for more ways to enjoy Japan-grown fruits during your trip.

Overview of the “Hello Kitty Japanese Fruit Hunt” Campaign

• Campaign Period:
  Phase 1: September 24 – October 31, 2025
  Phase 2: November 1 – December 15, 2025
  Phase 3: December 16, 2025 – February 22, 2026
• What the Campaign Involves:
  Participants can enjoy the “Hello Kitty Japanese Fruit Hunt” by logging into a special website on their smartphones and scanning the “Japan-Grown Fruit” label found on Japan-grown fruits, desserts, or in-store displays. Each scan earns a digital badge. As participants collect more badges, their Hunter Rank increases, unlocking access to digital rewards and special giveaways.
• How It Works:
  Log in to the special campaign site from your smartphone and follow the instructions: https://fruit-hunt.jp/
• Note: One account per participant.

Where to Find the “Japan-grown Fruit” Label

• Participating restaurant chains and partnered retail stores: See the “Where to Buy” page on our website
• Seasonal fairs organized by J-FEC member companies (details shared via official social media)

Official Website & Social Media

• “Hello Kitty Japanese Fruit Hunt” Special Website: https://fruit-hunt.jp/
• Instagram: https://www.instagram.com/japanesefruit_official/　
• Official Website: https://jpfruit-export.jp/promotion/en/

About the Japan Fruit and Vegetables Export Promotion Council

Name: Japan Fruit and Vegetables Export Promotion Council (within the Central Fruit Promotion Council)
Address: 2F, Nittochi Uchisaiwaicho Building, 1-2-1 Uchisaiwaicho, Chiyoda-ku, Tokyo 100-0011, Japan
Phone: +81-3-3502-3033
Website: https://jpfruit-export.jp/english.html
President: Yoshihisa Hishinuma

About Japan Food Product Overseas Promotion Center (Supporting Organization)

Name: Japan Food Product Overseas Promotion Center (JFOODO)
Address: 7F, Ark Mori Building, 1-12-32 Akasaka, Minato-ku, Tokyo 107-6006, Japan (within JETRO)
Phone: +81-3-3582-8344
Website: https://www.jetro.go.jp/en/jfoodo/
Director: Eizo Kobayashi
Established: April 1, 2017 (a specialized body within JETRO for promoting Japanese agricultural and food products overseas)

About Sanrio

Sanrio is the global lifestyle brand best known for Hello Kitty who was created in 1974, and home to many other beloved character brands such as My Melody, Kuromi, LittleTwinStars, Cinnamoroll, Pompompurin, gudetama, Aggretsuko, Chococat, Bad Badtz-Maru and Kerokerokeroppi. Sanrio was founded on the philosophy that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that promote communication and inspire unique consumer experiences across the world. Today, Sanrio’s business extends into the entertainment industry with several content series, gaming offerings and theme parks. Sanrio boasts an extensive product lineup which is available in over 130 countries. Sanrio hopes to bring smiles to everyone’s faces with their vision of “One World, Connecting Smiles.” To learn more about Sanrio, please follow @sanrio / @sanriosingapore / @sanrio_tw on Instagram and @Sanrio / @SanrioSG / @hellokittytw on Facebook.

1 Campaign Locations: Hong Kong, Taiwan, Singapore, Thailand, Vietnam, and Malaysia.

2 The “Japan-grown Fruit” label is the official mark issued by Japan's Ministry of Agriculture, Forestry and Fisheries. It certifies fruits carefully grown in Japan, serving as a symbol of trust, premium quality, and taste.

The label is now being promoted across restaurants and retail spaces, with the help of Hello Kitty collaborations to enhance its recognition and brand value.