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Sanrio's Kirimi-chan Video Turns Its Fillet Mascots Into Pretty Boys

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Sanrio posted the promotional video that revealed the latest incarnation of its salmon fillet mascot Kirimi-chan. As Sanrio first announced at Sanrio Expo last week, it is anthropomorphizing Kirimi-chan., and it is also transforming Kirimi-chan's friends into pretty boys:

Sanrio is launching the promotion this fall, and it is exploring plans to adapt the project into an app and anime. Japan's Ministry of Agriculture, Forestry and Fisheries already appointed Kirimi-chan. as the "Ambassador of Let's Eat Fish."

Sanrio debuted the original Kirimi-chan. character in February 2014, after it garnered popularity in Sanrio's edible character voting competition the year before. It has since spawned a hit line of character goods as well as image stamps in the Line app, and it has drawn crowds at event appearances.

Tsubasa Yonaga (Free! Eternal Summer's Nagisa, Valvrave the Liberator's Prue and Yowamushi Pedal's Sangaku Manami) voices the original mascot, and it is one of the few Sanrio characters to have its own theme song and music CD:

In addition to Kirimi-chan., Sanrio is anthropomorphizing the following mascots:

the kindhearted Saba-kun (mackerel fillet, voiced by Takuma Terashima)

the spirited Sasamin (chicken tenderloin, Daiki Yamashita)

Same-senpai (shark, Takuya Satō)

the rich, narcissistic Tai-kun (sea bream fillet, Nobunaga Shimazaki)

the gorgeous Chateaubriand with a cool voice (Chateaubriand steak, Kenjiro Tsuda)


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