The brand’s inaugural presence at the festival centers on Kuromi, the franchise's rebellious fan-favorite. Within the Mischief Mansion booth, attendees can navigate a "Control Room" to trigger animations and interact with voice-activated "Mystery Mirrors" that deliver personalized messages. The experience extends to a super-sized visual display of the character and a capsule toy machine offering limited-edition rubber coin cases. Beyond the booth, Sanrio is hosting daily meet-and-greets and distributing K-pop-styled crowns featuring various iconic characters, including Hello Kitty and Cinnamoroll.

Kuromi will also make her debut as a performing artist, taking the DANCE STAGE in Kentia Hall twice daily at 11:00 a.m. and 12:30 p.m. PT. These 20-minute sets allow fans to engage with her music catalog in a live setting. Adding to the event's significance, Yuko Yamaguchi—the legendary designer behind Hello Kitty and a co-creator of Kuromi—will host daily signings at 3:50 p.m. PT. Jill Koch, SVP of Brand at Sanrio, noted that the activation aims to bridge the community-driven values of K-pop with the brand’s long-standing focus on self-discovery.