Core Insights - The second Sanrio Hi-Fun Festival will take place from August 2 to 3, 2025, in Shanghai, featuring a "Summer Music Party" theme and an expansive 25,000 square meters event area [1] - The event will include seven major exhibition areas with 19 IPs, live performances, meet-and-greet sessions with Sanrio stars, designer signings, and merchandise sales, attracting over 20,000 attendees [1][11] - The event's special tickets sold out instantly, indicating high demand and popularity [1] Group 1: Event Highlights - The festival will feature a "Red vs. Blue" stage competition, enhancing audience engagement and excitement [5][10] - Six Sanrio stars will perform in a total of 24 stage shows over two days, with the Red team winning both days of the competition [7][10] - The event will showcase upgraded themed exhibition areas, including beach, grassland, forest, and pool themes, with five new IPs added compared to last year [11][16] Group 2: Audience Interaction - Attendees will have opportunities for close interactions with characters like Hello Kitty and Melody during meet-and-greet sessions [18][22] - A signing area will feature seven IP designers, allowing fans to engage directly with their favorite characters [20] - The event aims to create a family-friendly atmosphere, with many attendees expressing excitement about character interactions [22] Group 3: Partnerships and Collaborations - The festival will see participation from various cross-industry partners, including strategic partner KAYOU and industry sponsor Chow Sang Sang [25][29] - KAYOU will launch collectible items, while Chow Sang Sang will present exclusive jewelry pieces at the event [27][29] - The event will also feature a dedicated merchandise area with new product launches, including a dessert baking series and various themed collections [31][33] Group 4: Cultural Impact - The collaboration between Sanrio and Alibaba's Aliyu has deepened emotional connections between Chinese users and the Sanrio brand, positioning it as a cultural symbol for younger generations [35]