Sanrio, known for Hello Kitty and Cinnamoroll, unveils a basic plan to turn Oita’s Harmonyland into an “entertainment resort,” reimagined as a “Sky Park”
Sanrio Co., Ltd. and Sanrio Entertainment Co., Ltd. have announced a basic development concept to transform Harmonyland, a theme park in Oita Prefecture, into a resort. Under the “Sky Park” concept, the project will embark on large-scale upgrades, including an all-weather grand roof and the potential construction of a new hotel. In collaboration with Oita Prefecture and Hiji Town, the initiative aims to create a tourism hub that aspires to be “the kindest place in the world.”
Facilities and Infrastructure to Realize the “Sky Park”
At the core of the newly announced basic concept is the idea of a “Sky Park” that leverages Harmonyland’s elevation changes and hillside setting. As the Sanrio Group’s first resort-development project, the plan is designed to make the most of open sky vistas and the surrounding natural environment.
Building an All-Weather Guest Environment
One concrete development element under consideration is the installation of a large roof that allows guests to stay comfortable year-round, regardless of rain or summer heat. For Harmonyland—an outdoor theme park—creating an environment less affected by weather will be a key solution for hosting MICE events and ensuring stable visitor appeal. The plan also includes infrastructure upgrades to improve on-site mobility, such as introducing a ropeway and electric mobility options.
Hotel Plan to Shift Toward a Stay-Based Resort
Positioned as the core of the resort transformation, the plan also envisions building a hotel in the adjacent area. Designed to command sweeping views of the park, surrounding mountains, and Beppu Bay, the hotel aims to deliver a new kind of resort experience that blends Oita’s natural beauty with Sanrio’s world. This will encourage a shift from predominantly day trips to a destination where longer stays are possible.
Co-Creation with the Community and Fans, and an Inclusive Perspective
A key feature of this project is its “co-creation” approach: rather than simply unveiling a finished facility, the development process invites participation from local residents and fans from the concept stage onward.
Strengthening Collaboration with Government and the Community
For the development, Sanrio Entertainment held a location announcement ceremony with Oita Prefecture and Hiji Town. In December 2024, it also signed a comprehensive partnership agreement with Oita Prefecture. Under this framework, initiatives such as improving transportation access and adopting the nickname “Oita Hello Kitty Airport” are advancing to promote tourism across the region. Going forward, a “Harmonyland Future Co-Creation Office” (tentative name) will be established to involve participants from Japan and abroad in areas such as facility design and merchandise development.
Universal Design that Leaves No One Behind
Guided by the vision of creating “the kindest place in the world,” the project commits to universal design and inclusive services so everyone—regardless of age, gender, or physical characteristics—can enjoy the experience equally. The goal is to create spaces where four generations, from ages 0 to 100, can smile together, delivering hospitality that transcends disabilities and language barriers—an essential principle for a modern international tourism destination.
Toward the 35th Anniversary: A New Tourism Hub Takes Shape
Harmonyland will celebrate its 35th anniversary in 2026. This resort-oriented concept marks a major turning point, elevating the long-loved theme park into a world-class entertainment facility. By combining Oita’s rich tourism assets with Sanrio’s brand power, the project is expected to capture inbound demand and generate positive ripple effects for the regional economy.
Transforming the park from a day-trip destination into a stay-based “entertainment resort” with an on-site hotel could also attract MICE demand, such as corporate training and incentive travel. As business and entertainment harmonize under the “Park in the Sky” vision, further developments in the concrete business plan will be closely watched.
Harmonyland Official Website https://www.harmonyland.jp/
