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The '''Sanrio Virtual Festival''' (サンリオVfes) is a recurring virtual music and culture festival organized by [[wikipedia:Sanrio|Sanrio]] inside [[Special:MyLanguage/VRChat|VRChat]]. The series debuted in December 2021 and has been held annually since, growing from a two-day event to a month-long festival. By January 2026 Sanrio reported more than ten million cumulative visits across the first four editions.<ref name="prtimes-20260114">[https://prtimes.jp/main/html/rd/p/000000709.000037629.html "総来場者数1,000万人超えのVR音楽フェスが今年も開催決定！「Sanrio Virtual Festival 2026」出演アーティスト全28組を発表！"] on ''[https://prtimes.jp PR TIMES]''. Dated January 14, 2026. Retrieved April 8, 2026.</ref>

Each edition features live musical performances by VTubers, virtual artists, and anime tie-in acts, alongside interactive attractions and virtual parades set in Sanrio-themed environments. The festival offers both free and ticketed content and has been accessible across VRChat and, in some years, additional platforms such as REALITY and SPWN.

==Editions==

The ''Sanrio Virtual Festival'' has been held five times from its 2021 debut through 2026. No edition used the year "2022" in its title; the second event took place in January 2023.

{| class="wikitable"
|-
! Edition !! Dates !! Duration !! Notable details
|-
|| ''SANRIO Virtual Fes in Sanrio Puroland'' || December 11–12, 2021 || 2 days || Sanrio's inaugural metaverse event. Set in a five-floor underground virtual venue on VRChat, also accessible via DOOR and SPWN. Over 50 performers including [[wikipedia:Kizuna_AI|Kizuna AI]], [[wikipedia:Hatsune_Miku|Hatsune Miku]], and [[wikipedia:AKB48|AKB48]].<ref name="prnewswire-2021">[https://www.prnewswire.com/news-releases/sanrios-first-metaverse-event-sanrio-virtual-fes-in-sanrio-puroland-with-vrchat-will-be-held-for-two-days-301427784.html "Sanrio's first Metaverse Event 'SANRIO Virtual Fes in Sanrio Puroland' with VRChat will be held for two days"] on ''[https://www.prnewswire.com PR Newswire]''. Dated November 18, 2021. Retrieved April 9, 2026.</ref>
|-
|| ''SANRIO Virtual Festival 2023 in Sanrio Puroland'' || January 13–22, 2023 || 10 days || 56 artists across multiple stages (Luna Stage for real-world artists, Future Stage for virtual artists, Chill Park for free socializing). Introduced Virtual Puro Village with original parade content.<ref name="prtimes-20230113">[https://prtimes.jp/main/html/rd/p/000000445.000037629.html "「SANRIO Virtual Festival 2023 in Sanrio Puroland」2023年１月13日(金)より開催！"] on ''[https://prtimes.jp PR TIMES]''. Dated January 2023. Retrieved April 9, 2026.</ref>
|-
|| ''SANRIO Virtual Festival 2024 in Sanrio Puroland'' || February 19 – March 17, 2024 || ~1 month || First month-long edition. 63 artist performances and three new virtual parades. Approximately four million total visitors across all platforms.<ref name="prtimes-2024-report">[https://prtimes.jp/main/html/rd/p/000000565.000037629.html "「SANRIO Virtual Festival 2024 in Sanrio Puroland」開催レポート！"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 9, 2026.</ref> Also accessible through REALITY, ZEPETO, and MetaMe.<ref name="prtimes-2024-smartphone">[https://prtimes.jp/main/html/rd/p/000000557.000037629.html "「SANRIO Virtual Festival 2024 in Sanrio Puroland」スマホでも最高のバーチャル体験を！"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 9, 2026.</ref>
|-
|| ''Sanrio Virtual Festival 2025'' || February 9 – March 9, 2025 || ~1 month || Themed around "collaboration." Featured VShojo's [[wikipedia:Ironmouse|Ironmouse]], NIJISANJI's Tsukino Mito, and hololive's Moona Hoshinova, among others.<ref name="prtimes-2025-details">[https://prtimes.jp/main/html/rd/p/000000633.000037629.html "世界最大級メタバースイベント「Sanrio Virtual Festival 2025」出演アーティスト第2弾やVRアトラクションなど詳細発表！"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 9, 2026.</ref>
|-
|| ''Sanrio Virtual Festival 2026'' || February 8 – March 8, 2026 || ~1 month || Fifth edition with 28 performing acts; first held inside the permanent Virtual Sanrio Puroland.<ref name="prtimes-20260114" /> Set VRChat's all-time CCU record at the time.
|}

==Sanrio Virtual Festival 2021==

The inaugural edition, officially titled '''''SANRIO Virtual Fes in Sanrio Puroland''''', was held on December 11–12, 2021 as Sanrio's first metaverse event.<ref name="prnewswire-2021" /> The venue was a five-floor underground virtual space beneath a photogrammetry-based recreation of [[wikipedia:Sanrio Puroland|Sanrio Puroland]]. The B2 Luna Stage hosted performances by real-world artists, while the B3 Future Stage presented virtual artists in a 360-degree Sanrio-themed setting. Free areas included the B1 Entry Hall, the B4 Chill Park with a café and mini-live stages, and the B5 ALT3, a PCVR-exclusive club floor directed by 0b4k3.<ref name="panora-2021-preview">[https://panora.tokyo/archives/37702 "サンリオ初のVR音楽フェス「SANRIO Virtual Fes in Sanrio Puroland」先行取材レポート"] on ''[https://panora.tokyo PANORA]''. Retrieved April 10, 2026.</ref>

Over 50 performers appeared across both days, including [[wikipedia:Kizuna_AI|Kizuna AI]], [[wikipedia:Hatsune Miku|Hatsune Miku]], [[wikipedia:AKB48|AKB48]] (Team 8), and CHiCO with HoneyWorks.<ref name="prnewswire-2021" /> Attendees received customizable "Mochipoly" avatars, and high-fiving other players in the paid VRChat area triggered Hello Kitty ribbons.<ref name="prnewswire-2021" /> The event was accessible via VRChat, DOOR, and SPWN across PC, VR headsets, and smartphones.<ref name="prnewswire-2021" />

==Sanrio Virtual Festival 2023==

The second edition, '''''SANRIO Virtual Festival 2023 in Sanrio Puroland''''', ran from January 13 to 22, 2023, with the main music festival on January 21–22.<ref name="prtimes-20230113" /> The lineup grew to 56 performing artists across the returning multi-floor venue, with its Luna Stage, Future Stage, Chill Park, and ALT3 club floor.<ref name="prtimes-2023-timetable">[https://prtimes.jp/main/html/rd/p/000000453.000037629.html "「SANRIO Virtual Festival 2023 in Sanrio Puroland」第二弾出演者&タイムテーブル発表！総勢56組の出演が決定！"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 10, 2026.</ref>

New for 2023 was Virtual Puro Village, a free area featuring an original "Musical Treasure Hunt" parade with Sanrio characters.<ref name="prtimes-20230113" /><ref name="prtimes-2023-report">[https://prtimes.jp/main/html/rd/p/000000460.000037629.html "「SANRIO Virtual Festival 2023 in Sanrio Puroland」開催レポート"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 10, 2026.</ref> Performers included Airi Suzuki, SKY-HI, and Non on the real-artist side, alongside virtual acts such as Fuji Aoi, Mirai Akari, and KMNZ.<ref name="prtimes-2023-timetable" /> The event was accessible through VRChat, SPWN, REALITY, and YouTube livestreams for select free content.<ref name="panora-2023">[https://panora.tokyo/archives/60365 "サンリオ、バーチャルイベント「SANRIO Virtual Festival 2023 in Sanrio Puroland」1/13より開催"] on ''[https://panora.tokyo PANORA]''. Retrieved April 10, 2026.</ref>

==Sanrio Virtual Festival 2024==

'''''SANRIO Virtual Festival 2024 in Sanrio Puroland''''' ran from February 19 to March 17, 2024, making it the first month-long edition.<ref name="prtimes-2024-report" /> With 63 artist performances and three new virtual parades, it was the largest edition to date, drawing approximately four million total visitors across all platforms.<ref name="prtimes-2024-report" /> Beyond VRChat, the festival was also accessible via REALITY, ZEPETO, and MetaMe.<ref name="prtimes-2024-smartphone" />

New attractions included interactive games such as "Mochipoli Factory," "Pochacco's Eating Strategy," and "Hello Kitty's Popcorn Machine," as well as a Puro Fashion Garden collaboration with clothing brand Adastria offering 58 items in both physical and digital form.<ref name="prtimes-2024-games">[https://prtimes.jp/main/html/rd/p/000000552.000037629.html "「SANRIO Virtual Festival 2024 in Sanrio Puroland」ゲーム・コラボ企画、アニメ上演コンテンツ追加発表！"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 10, 2026.</ref> A spin-off '''Summer Edition''' followed from September 13 to 22, 2024, featuring returning content alongside new attractions including a ''Fragaria Memories'' virtual performance and the finals of the SANRIO Virtual Idol Contest.<ref name="prtimes-2024-summer">[https://prtimes.jp/main/html/rd/p/000000590.000037629.html "サンリオによる世界最大級"VRテーマパーク"「SANRIO Virtual Festival 2024 Summer Edition」開催決定！"] on ''[https://prtimes.jp PR TIMES]''. Retrieved April 10, 2026.</ref>

==Sanrio Virtual Festival 2025==

The fourth main edition, '''''Sanrio Virtual Festival 2025''''', ran from February 9 to March 9, 2025 under the theme of "collaboration."<ref name="prtimes-2025-details" /> The lineup bridged multiple VTuber agencies and entertainment spheres, with VShojo's [[wikipedia:Ironmouse|Ironmouse]], NIJISANJI's Tsukino Mito and Higuchi Kaede, hololive's Moona Hoshinova, and Japanese entertainers Matsudaira Ken and Tawara Toshihiko making their VR debut.<ref name="prtimes-2025-details" /><ref name="sanrio-2025-announce">[https://www.sanrio.co.jp/news/digital/mx-v-fes-20241211/ "「Sanrio Virtual Festival 2025」が開催決定♪"] on ''[https://www.sanrio.co.jp Sanrio Co., Ltd.]''. Dated December 11, 2024. Retrieved April 10, 2026.</ref>

New attractions included the virtual parade "RYUGU – Generated Paradise," a boat ride in Virtual Sanrio Puro Land, a fashion garden with collaborative VTuber avatars, and OMI.Cube, a fan-art exhibition space.<ref name="prtimes-2025-details" /> By the conclusion of the 2025 edition, cumulative attendance across the first four festivals had surpassed ten million visitors.<ref name="prtimes-20260114" />

==Virtual Sanrio Puroland==

In December 2025 Sanrio opened '''Virtual Sanrio Puroland''', a permanent VR theme park within VRChat that evolved from the festival series.<ref name="sanrio-puroland">[https://www.sanrio.co.jp/news/digital/mx-virtual-20251211/ "VRテーマパーク「Virtual Sanrio Puroland」がオープン☆｜サンリオ"] on ''[https://www.sanrio.co.jp Sanrio Co., Ltd.]''. Dated December 11, 2025. Retrieved April 8, 2026.</ref> The park launched on December 11, 2025 at 18:00 JST and operates year-round.<ref name="panora-puroland">[https://panora.tokyo/archives/124747 "VRChat上に常設型VRテーマパーク「Virtual Sanrio Puroland」が12/11オープン"] on ''[https://panora.tokyo PANORA]''. Dated December 11, 2025. Retrieved April 9, 2026.</ref> Opening attractions included a collaborative world with [[wikipedia:Kizuna_AI|Kizuna AI]] ("KizunaAI Dream Garden"), an interactive show titled "Spooky 'n' Sweet Mansion," character rooms, and a broadcasting studio ("Virtual Puro Studio") for streamers and VTubers.<ref name="panora-puroland" /> Beginning with the 2026 edition, the festival takes place inside this permanent space rather than a purpose-built temporary venue.<ref name="prtimes-20260114" />

==Sanrio Virtual Festival 2026==

The fifth edition ran from February 8 to March 8, 2026 with 28 performing acts and both free and ticketed content.<ref name="sanrio-20260114">[https://www.sanrio.co.jp/news/digital/mx-v-fes-20260114/ "「Sanrio Virtual Festival 2026」が開催決定☆｜サンリオ"] on ''[https://www.sanrio.co.jp Sanrio Co., Ltd.]''. Dated January 14, 2026. Retrieved April 8, 2026.</ref><ref name="essential-japan-2026">[https://essential-japan.com/news/sanrio-virtual-festival-2026-announces-artist-lineup-and-ticket-sales/ "Sanrio Virtual Festival 2026 Announces Artist Lineup and Ticket Sales"] on ''[https://essential-japan.com Essential Japan]''. Retrieved April 9, 2026.</ref> In March 2026 VRChat noted on Bluesky that the festival was ongoing through March 8 (JST).<ref name="bsky-vfes">[https://bsky.app/profile/vrchat.com/post/3mgb2ovspg22v "#SanrioVfes is ongoing until Mar 8 (JST)!"] on ''[https://bsky.app/profile/vrchat.com Bluesky]''. Dated March 4, 2026. Retrieved April 8, 2026.</ref>

===Concurrent user records===

Virtual concerts featuring Kaguya from the Netflix anime ''[[wikipedia:Cosmic_Princess_Kaguya!|Cosmic Princess Kaguya!]]'' broke VRChat's all-time concurrent user record twice during the festival. On February 15 the platform reached 156,716 concurrent users, surpassing the previous peak of 148,886 set on [[Special:MyLanguage/New Years Eve 2026|New Year's Day 2026]].<ref name="roadtovr-ccu">[https://www.roadtovr.com/vrchat-all-time-high-japanese-concert/ 'VRChat' Breaks All-Time Concurrent User Record with Japanese Anime Concert] on ''[https://www.roadtovr.com Road to VR]''. February 2026. Retrieved April 10, 2026.</ref> The record was broken again on March 8 during the festival's final weekend, reaching a corrected peak of 158,192 concurrent users.<ref name="tupper-bsky-mar8">[https://bsky.app/profile/dtupper.com/post/3mgjfu2hnu22g Tupper (VRChat head of community) on Bluesky]. March 8, 2026. Retrieved April 10, 2026.</ref>

===Activities and features===

New attractions for 2026 included two ''8Puronicles'' virtual parades with story-driven episodes about characters Roy Happy and Palra,<ref name="metacul-parades">[https://metacul-frontier.com/?p=31159 "「Sanrio Vfes 2026」新しいパレードのストーリー性には圧巻。新規パレード『8Puronicles』の先行体験にいってきた"] on ''[https://metacul-frontier.com Metacul Frontier]''. Retrieved April 9, 2026.</ref> a ''SHOW BY ROCK!! WORLD'' based on Sanrio's [[wikipedia:Show by Rock!!|multimedia franchise]],<ref name="metacul-worlds">[https://metacul-frontier.com/?p=31117 "「Sanrio Virtual Festival 2026」先行レポート新しく増えるワールドをチェック！"] on ''[https://metacul-frontier.com Metacul Frontier]''. Retrieved April 9, 2026.</ref> QuestMaker (an interactive sing-along featuring Hello Kitty, Kogimyun, Hangyodon, and Kiki & Lala), and a camping attraction by orange & MIRA_sk.<ref name="vr-lifemag-sanrio">[https://vr-lifemagazine.com/svfes2026-sanrio/ "【サンリオVfes】キティたちの歌のステージ&参加者みんなとキャンプ！"] on ''[https://vr-lifemagazine.com Virtual Life Magazine]''. Retrieved April 9, 2026.</ref>

===Tickets===

{| class="wikitable"
|-
! Ticket type !! Price (tax included) !! Access
|-
|| Standard || ¥8,800 || All VRChat artist performances (PCVR); includes Lemino streaming
|-
|| Standard Plus || ¥12,100 || Standard access with additional benefits
|-
|| Standard Light || ¥880 || Quest- and Android-compatible performances only
|-
|| Live Viewing (Lemino / SPWN) || ¥4,400 || Online streaming without a VR headset; SPWN available internationally
|-
|| Free area || Free || Select VRChat performances, Virtual Sanrio Puroland monthly member pass, rotating badges, and limited Lemino streaming
|}

Ticket sales opened on January 13, 2026 and ran through March 16, 2026.<ref name="essential-japan-2026" /> Tickets were sold through a portal operated by Gugenka, requiring a UAccount or VRChat login; gift purchases via serial codes were also available.<ref name="v-fes-ticket-en">[https://v-fes.sanrio.ticket.gugenka.inc/en/ticket "Ticket | Sanrio Virtual Festival 2026"] on ''[https://v-fes.sanrio.ticket.gugenka.inc Sanrio Virtual Festival 2026 ticket portal]''. Retrieved April 9, 2026.</ref><ref name="ticket-vrchat">[https://v-fes.sanrio.ticket.gugenka.inc/en/connect/vrchat "Connect VRChat | Sanrio Virtual Festival 2026"] on ''[https://v-fes.sanrio.ticket.gugenka.inc Sanrio Virtual Festival 2026 ticket portal]''. Retrieved April 8, 2026.</ref> Time-shift (replay) performances were available on March 15–16, 2026 for ticket holders.<ref name="essential-japan-2026" />

==See also==

* [[Special:MyLanguage/Events|Events]]
* [[Special:MyLanguage/VRChat|VRChat]]
* [[Community:Virtual Market|Virtual Market]]

==References==
<references />

==Official resources==

* [https://v-fes.sanrio.co.jp/en/ Sanrio Virtual Festival — official site (English)]
* [https://www.sanrio.co.jp/news/digital/mx-v-fes-20260114/ Sanrio — Sanrio Virtual Festival 2026 announcement] (January 14, 2026)
* [https://www.sanrio.co.jp/news/digital/mx-virtual-20251211/ Sanrio — Virtual Sanrio Puroland opening] (December 11, 2025)
* [https://prtimes.jp/main/html/rd/p/000000709.000037629.html PR TIMES — Sanrio Virtual Festival 2026 press release] (January 14, 2026)
* [https://v-fes.sanrio.ticket.gugenka.inc/en/ticket Sanrio Virtual Festival 2026 ticket portal — Tickets (English)]
* [https://v-fes.sanrio.ticket.gugenka.inc/en/schedule Sanrio Virtual Festival 2026 ticket portal — Schedule (English)]

[[Category:Events{{#translation:}}]]

Community:Sanrio Virtual Festival - Revision history

Usr 40be82e7-f7d5-4548-b314-3fc7b26d22ee: i thought this will become a short page