Belc, a supermarket chain with over 150 stores centered in the Kanto region, has entered the Sanrio Character Ranking 2026 Partner Division for the first time as "Belcook・Kuu・Guu・Ruu × Hapidanbui." Belc's official mascot characters—Belcook and friends—are teaming up with Sanrio's popular character unit "Hapidanbui" to compete in the Partner Division.
"Belcook × Hapidanbui" Collaboration Campaign at Belc Stores
Starting April 10, a limited-time campaign featuring "Belcook × Hapidanbui" original merchandise and prizes is being held at all Belc stores.
[Part 1] Belc HAPPY LUCKY Digital Stamp Rally
This smartphone-based digital stamp rally lets shoppers find 10 character posters placed inside Belc stores, then enter the 1-character keyword from each poster into the stamp rally website to earn digital stamps.
All participants receive each character's original smartphone wallpaper (10 varieties total). Collecting 4, 7, or 10 stamps unlocks entries into a prize draw for the following:
- Prize A: Sanrio Puroland Day Passport Pair Tickets – 15 pairs (30 winners)
- Prize B: Original Acrylic Stand Complete Set of 10 types – 30 winners
- Prize C: Original Sticker – 300 winners
Campaign Period: April 10, 2026 (Friday) to May 6, 2026 (Wednesday)
Participating Stores: All Belc stores
[Part 2] Belc HAPPY LUCKY Challenge
This on-the-spot lottery campaign lets shoppers take a photo of their receipt using a smartphone and upload it to the campaign site to instantly see if they've won. One entry is available per receipt of ¥1,000 or more (tax included), with unlimited entries during the campaign period—making it easy to try your luck with everyday shopping.
Prize draw details:
- Prize A: Sanrio Puroland Day Passport Pair Tickets – 5 pairs (10 winners)
- Prize B: Original Acrylic Stand 1 type (10 types total) – 180 winners
- Prize C: Belc Pay ¥2,000 – 100 winners
- Prize D: Belc Pay ¥500 – 1,000 winners
- Prize E: Original Smartphone Wallpaper (4 types)
*Belc Pay is electronic money usable at Belc stores.
Campaign Period: May 7, 2026 (Thursday) to May 24, 2026 (Sunday)
Participating Stores: All Belc stores
Additional collaborations featuring Belcook and Hapidanbui are also planned. Details are available on the dedicated page of the official Belc website: https://www.belc.jp/topics/sanrio_cr2026
Sanrio Character Ranking 2026 Partner Division Voting
Voting for the Sanrio Character Ranking 2026 Partner Division is now open. "Belcook・Kuu・Guu・Ruu × Hapidanbui" can be voted for through the official voting site.
- Voting Period: April 9, 2026 (Thursday) 11:00 AM to May 24, 2026 (Sunday) 11:59 PM
- Interim Announcement (1st–3rd place): May 12, 2026 (Tuesday) 1:00 PM
- Results Announcement (1st–15th place): June 28, 2026 (Sunday) 1:00 PM (at "Sanrio Fes 2026 in Minatomirai")
- How to Vote: Select "Belcook・Kuu・Guu・Ruu × Hapidanbui" on the Partner Division voting page of the official Sanrio Character Ranking 2026 website (online voting only)
Voting site: https://ranking.sanrio.co.jp/
About the Sanrio Character Ranking
Now in its 41st year, the Sanrio Character Ranking is a popular vote event in which 90 characters selected from over 450 Sanrio characters compete for votes. In the "Partner Division," characters from corporations and local governments partner with Sanrio characters to enter.
About Sanrio Character Unit "Hapidanbui"
Formed in 2020, "Hapidanbui" is a unit of six boys—Pochacco, Tuxedo Sam, Kerokerokeroppi, Badtz-Maru, Hangyodon, and Pekkle—with the concept of "guys who want to be happy and aim for a V-shaped recovery." Since their 5th anniversary in 2025, they have been active under the slogan "With everyone, anything is 'daijobui'!" (We'll be alright!)
About Belc's Official Mascot "Belcook"
Belcook is a girl with a large chef's hat, pink hair, and glasses as her trademark. Together with Kuu the dog, Guu the penguin, and Ruu the cat, she is active throughout Belc stores.
