Kuromi CBR Races Through Suzuka! Honda’s “SMILE RIDER PROJECT”: A Dream Collaboration Between Sanrio Characters and Honda at the Suzuka 8 Hours

Honda has launched the "SMILE RIDER PROJECT" in collaboration with Sanrio to promote the appeal of motorcycles and motorsports, as well as road safety.As part of the project, "SANRIO CHARACTERS × Honda Kumamoto Racing" will compete in the Suzuka 8 Hours, energizing the venue with a special-edition machine featuring the popular character "Kuromi."

Bringing smiles to everyone from kids to adults! A new challenge from Sanrio and Honda

Honda, in collaboration with Sanrio Co., Ltd., is launching the "SMILE RIDER PROJECT" to convey the joy of motorcycles and motorsports, as well as the importance of traffic safety, to a wide range of generations.While the two companies have previously collaborated on initiatives such as character partnerships, they are now taking this partnership to the next level. Under the concept of “Bringing smiles to everyone, from children to adults,” they will leverage their respective strengths to launch activities aimed at increasing interest in motorcycles and motorsports.

The first major initiative of the project will be their participation as “SANRIO CHARACTERS × Honda Kumamoto Racing” in the “2026 FIM World Endurance Championship ‘Coca-Cola’ Suzuka 8 Hours Road Race, 47th Edition," to be held at Suzuka Circuit on Sunday, July 5.This collaboration commemorates the 50th anniversary of operations at the Kumamoto Plant, Honda’s domestic motorcycle production base, and the fact that the “CBR1000RR-R FIREBLADE” competing in the Suzuka 8 Hours was developed and produced at that plant.The Kumamoto Plant employee team, “Honda Ryokuyokai Kumamoto Racing,” is supporting this project. The bike will feature special livery based on Sanrio’s popular character “Kuromi,” while “Hello Kitty,”"Kuromi," and "Pom Pom Purin" will be featured on helmets, racing suits, team staff apparel, and pit decorations, promising to add a splash of color to the circuit. The company aims to expand its fan base for motorcycles and motorsports through this initiative.

Special Seat Sales at the Suzuka 8 Hours & Distribution of Traffic Safety T-Shirts to Elementary School Students

In addition, Honda has secured 150 limited-edition "SMILE RIDER PROJECT Support Seats" for the Suzuka 8 Hours. These seats are designated V2 seats offering a panoramic view of Suzuka Circuit’s home straight, providing a special vantage point to experience the excitement of the race start, finish, and pit stops up close.Tickets come with a set of cheering merchandise, including a baseball shirt commemorating the project, and are currently on sale at the Suzuka Circuit official online shop, "MobilityStation."Additionally, SMILE RIDER PROJECT cheering flags will be distributed to users of the “16-23 Zero-Yen Pass,” which is available to those aged 16 to 23. This initiative will allow even more people to cheer on “SANRIO CHARACTERS × Honda Kumamoto Racing” and experience the excitement of the race firsthand.

Furthermore, as another pillar of the project, we are working to raise traffic safety awareness among elementary school students.Honda has been promoting safe driving since 1970. For this initiative, in collaboration with Suzuka City (Board of Education, Traffic Safety Division), the company will distribute “Traffic Safety T-shirts” featuring Sanrio characters and traffic safety messages to approximately 1,400 first-grade students at 28 elementary schools in Suzuka City.The presentation ceremony is scheduled for Wednesday, June 24. In addition, traffic safety classes will be held at elementary schools in the city using educational materials developed by Honda, such as “Ayatori” and “Digital Traffic Safety Karuta,” to raise safety awareness through fun activities.

SANRIO CHARACTERS × Honda Kumamoto Racing: https://global.honda/jp/motorcycle/SmileRiderProject/

SMILE RIDER PROJECT Fan Section: https://www.suzukacircuit.jp/8tai/ticket/fan-seat/