Sanrio Character Park Harmonyland: Complete Guide to Japan’s Anime Holy Site
Sanrio Character Park Harmonyland, located in Hiji Town, Hayami District, Oita Prefecture, is an outdoor theme park where you can meet popular Sanrio characters like Hello Kitty and My Melody. In 2017, it was selected as one of the “88 Anime Holy Sites in Japan You Must Visit,” making it an essential pilgrimage destination for Sanrio fans nationwide.
This article provides a comprehensive explanation of everything you should know before visiting Harmonyland, from its history and attractions to shows, access methods, and ways to enjoy it at a discount.
What is Harmonyland
Sanrio Character Park Harmonyland is an outdoor theme park operated by Sanrio Entertainment Co., Ltd. It opened on July 20, 1991, as a sister facility to Sanrio Puro Land in Tama, Tokyo.
Basic Information
- Location: 5933 Fujiwara, Hiji Town, Hayami District, Oita Prefecture
- Operating Company: Sanrio Entertainment Co., Ltd. (subsidiary of Sanrio Co., Ltd.)
- Opening Date: July 20, 1991
- Park Type: Outdoor theme park
- Operating Hours: 10:00–17:00 (varies by season)
- Closed Days: Irregular (check official website)
Characteristics of Harmonyland
A major feature of Harmonyland is that despite being an outdoor theme park, approximately half of the facilities have indoor structures, allowing visitors to enjoy the park even in rainy weather. Additionally, the main stage has a roof, so you can enjoy character shows regardless of weather conditions.
Located on a hillside surrounded by the rich nature of Oita Prefecture with a view overlooking Beppu Bay, the park offers excellent views from within the park and is popular as a photography spot.
History and Background
Harmonyland’s history began as part of Sanrio’s nationwide theme park business expansion.
Background to Opening
In the late 1980s, Sanrio planned to construct a second theme park following Tokyo’s Sanrio Puro Land. They selected Oita Prefecture, known for its hot springs, as a tourist destination in the Kyushu region. The rich natural environment of Hiji Town and the scenic landscape overlooking Beppu Bay were evaluated, and the current location was chosen for construction.
From Opening to Present
- July 20, 1991: Grand opening
- 1990s: Visitor numbers increased as Sanrio character popularity rose
- 2000s: Facility renovations and introduction of new attractions
- 2010s: Development of “photogenic” spots adapted to the SNS era
- August 26, 2017: Selected as one of the “88 Anime Holy Sites in Japan You Must Visit (2018 edition)” by the General Incorporated Association Anime Tourism Association
- 2020s: Continued operations while implementing thorough infection control measures following COVID-19
Through over 30 years of history, the park has undergone renovations suited to the times while continuing to grow as a theme park loved across generations.
Background of Selection as Anime Holy Site 88
In 2017, Harmonyland was selected as one of the “88 Anime Holy Sites in Japan You Must Visit (2018 edition)”. This selection was made by the General Incorporated Association Anime Tourism Association based on votes from anime fans in Japan and abroad.
Value as a Holy Site for Pilgrimage
Harmonyland was recognized as a holy site for the following reasons:
- Embodying the Sanrio Character World: A precious place where you can actually meet beloved characters worldwide such as Hello Kitty, My Melody, Cinnamoroll, and Pompompurin
- Connection to Anime Works: Sanrio characters have been adapted into numerous anime works, allowing visitors to experience those worlds
- Photogenic Spaces: Architecture and objects themed around characters are scattered throughout, offering abundant Instagram-worthy photography spots
- Fan Community Formation: Over many years, devoted fans have visited, nurturing unique fan culture
- Harmony with Region: Established as a local tourism resource in Oita Prefecture, enabling sightseeing tours combined with Beppu Hot Springs and other areas
Ways to Enjoy Holy Site Pilgrimage
When visiting Harmonyland as an anime holy site, the following ways of enjoying it are recommended:
- Commemorative Photos with Favorite Characters: Photography at greetings and photo spots
- Collecting Limited Merchandise: Park-exclusive designed products are perfect mementos of your pilgrimage
- Hashtag Posting: Share your memories using the “#Harmonyland” tag recommended by the official Instagram account (@sanrio_harmonyland)
- Pilgrimage Notebook: Recording your visits creates deeper memories
Overview of Attractions and Facilities
Harmonyland features various attractions and facilities themed around Sanrio characters.
Main Attractions
Kitty Castle
An indoor attraction recreating the world of Hello Kitty. Explore Kitty’s castle while enjoying various mechanisms and exhibits. A popular spot offering comfortable enjoyment regardless of weather.
My Melody & Kuromi ~ My Melody Road Drive ~
A ride-type attraction touring the world of My Melody and Kuromi. Progress leisurely through a cute world with abundant photo spots.
Sanrio Character Boat Ride
A boat ride on water tours various Sanrio character worlds. A family-favorite attraction.
Gudetama Land
An area themed around the popular character “Gudetama.” Experience Gudetama’s laid-back world through exhibits and photo spots.
Kiki & Lala ~ Twinkling Tour ~
An attraction experiencing the starry sky world of Kiki and Lala. Popular for its fantastic atmosphere.
Dining Facilities
Sanrio Rainbow World Restaurant
The main restaurant offering menu items themed around characters. Many adorably designed dishes are available.
Café and Light Food Corners
Cafés throughout the park provide light meals and drinks, convenient for breaks. Character-designed drinks and sweets are popular.
Shop Facilities
Harmonyland Limited Goods Shop
An abundance of exclusive designs available only at the park. Products blending Japanese style with Sanrio characters are also offered, ideal for souvenirs and gifts.
Character Goods Specialty Shops
Dedicated corners for each character allow you to concentrate on searching for your favorite character’s merchandise.
Other Facilities
Character Greeting Spots
Various characters appear at different times for photo opportunities. Check the schedule at the park on the day of your visit.
Rest Areas
Rest spaces are plentiful both indoors and outdoors, offering peace of mind for families with small children.
Baby Center
Facilities accommodating babies, including nursing rooms and diaper-changing areas.
Main Shows, Parades, and Events
One of the greatest attractions of Harmonyland is the spectacular live shows featuring Sanrio characters.
Regular Shows
Parade Parallel
A popular parade featuring Sanrio characters. Characters dance to music, allowing audiences to participate in the fun.
Character Live Show
A full-scale live show held on the main stage. Highlights include story-driven performances and character dance performances. Held on a covered stage, so it proceeds even in rain.
Illumination Show (Seasonal)
An enchanting illumination show using light and music is held on nights with extended hours. Experience a different atmosphere from daytime.
Seasonal Events
Spring Events
- Cherry Blossom Festival
- Easter Event
- Character Birthday Events
Summer Events
- Summer Festival
- Special Summer Vacation Events
- Fireworks Events (specific dates)
Fall Events
- Halloween Party
- Autumn Harvest Festival
Winter Events
- Christmas Event
- Special Illumination Projects
- Year-End Countdown (specific years)
Collaboration Events
Special collaboration events with other companies and characters are held periodically, featuring limited merchandise and special menus.
Memories of Former Attractions and Facilities
Over 30 years of history, Harmonyland has many nostalgic attractions that are no longer in operation.
Attractions That Once Existed
Hello Kitty’s Fairy Tale Theater
A beloved puppet theater from the park’s opening for many years. Enjoy Hello Kitty stories through puppet theater.
Badtz-Maru’s Pirate Ship
A pirate-themed attraction popular among Badtz-Maru fans.
Keroppi’s Pond
A waterside-themed area expressing Keroppi’s world.
Pochacco’s Wanwan Land
A recreational area themed around the dog character Pochacco.
History of Renovations
These attractions have been renovated to incorporate newer characters and technology to meet evolving needs. By introducing recently popular characters like Gudetama and Cinnamoroll, the park continues providing fresh experiences.
For long-time fans, these former attractions remain cherished memories passed down through generations.
Complete Traffic Access Guide
Detailed explanations of access methods to Harmonyland.
Train and Bus Access
When Using JR
From JR Yougatani Station
- Buses: Approximately 10 minutes
- Taxi: Approximately 10 minutes (estimated cost: around 1,500 yen)
From JR Kitsuki Station
- Buses: Approximately 10 minutes
- Taxi: Approximately 10 minutes
Direct Buses
Direct buses from Oita Station or Beppu Station may operate during specific periods. It’s recommended to check the official website in advance.
Car Access
Using Expressways
From Oita Expressway
- Head toward Kitakyushu from Hiji Junction
- Exit at Hayami IC
- Head north approximately 2 minutes on Hiji Bypass/Hiji IC connected to Hayami IC
From National Route 10
- Head north approximately 2 minutes from Hiji IC entrance intersection
Travel Times from Major Cities
- From Fukuoka City: Approximately 2 hours
- From Oita City: Approximately 30 minutes
- From Beppu City: Approximately 15 minutes
- From Kitakyushu City: Approximately 1 hour 30 minutes
Parking Information
- Capacity: Approximately 1,500 vehicles
- Parking Fee: Around 500 yen for ordinary vehicles (varies by period)
- Large Buses: Dedicated parking space available
Airport Access
From Oita Airport
- Rental car: Approximately 40 minutes
- Airport bus → JR → Buses: Approximately 1 hour 30 minutes
From Fukuoka Airport
- Rental car: Approximately 2 hours
- Train and bus connections: Approximately 3 hours
Access Points
- High Season: Early arrival is recommended as crowding is expected during Golden Week, summer vacation, and year-end/New Year periods
- Official Hotels: Grand Mercure Beppu Bay Resort & Spa is Harmonyland’s only official hotel and may offer shuttle services
- Public Transportation: Limited service frequency, so confirm timetables in advance
Discount Ticket Information
Information about tickets to enjoy Harmonyland economically.
Ticket Types and Prices
Standard Admission Tickets
- Adults (18 years and older): 3,000 yen to 3,600 yen
- Children (ages 3–17): 2,000 yen to 2,400 yen
- Seniors (65 years and older): Discounts available
※Prices vary by period
Annual Pass
An annual pass is economical for frequent visitors. The pricing allows you to recoup your investment after 2–3 visits.
How to Obtain Discount Tickets
Online Reservation Discounts
Advance reservations through the official website may apply up to 5% discounts.
Jalan.net
Using Jalan play/experience reservations provides access to discount coupons and point rewards.
Convenience Store Advance Tickets
Purchasing advance tickets at Seven-Eleven, FamilyMart, Lawson, and other convenience stores provides discounted pricing.
Partner Facility Discounts
- Official hotel guest discounts
- Common tickets with Oita Prefecture tourist facilities
- JAF member discounts
- Various credit card privileges
Group Discounts
Group discounts apply when 15 or more visitors come together.
Economical Usage Methods
- Weekday Visits: Rates are often lower than weekends and holidays
- Early Booking: Utilize early bird campaign discounts
- Accommodation Packages: Reduce total costs by combining hotel and park packages
- SNS Campaigns: Discount information is periodically announced on official social media
Combining with Nearby Tourist Spots
Harmonyland, as an Oita Prefecture tourism hub, allows for more fulfilling travel when combined with nearby attractions.
Beppu Hot Spring Area
Beppu Hachiyu (Eight Hot Springs)
Located approximately 15 minutes by car from Harmonyland, Japan’s premier hot spring area is perfect for relaxing after your visit.
Beppu Jigoku Meguri (Hell Tour)
A sightseeing course visiting unique hot springs like Umi Jigoku (Sea Hell) and Chi no Ike Jigoku (Blood Pond Hell). Can be combined with Harmonyland for a full day of sightseeing.
Hiji Town Tourist Spots
Hiji Castle Ruins (Yougatani Castle Ruins)
Historic castle ruins known as a cherry blossom viewing spot.
Tekiyamaso
A historically significant building designated as an Important Cultural Property of Japan. Beautiful Japanese garden is a notable attraction.
Oita City Sightseeing
Oita Marine Palace Aquarium “Umitamago”
An aquarium facing Beppu Bay. A popular route for families combining it with Harmonyland.
Oita City Art Museum
Recommended for those enjoying cultural sightseeing.
Recommended Sightseeing Routes
1-Night/2-Day Model Course
Day 1
- Morning: Arrive at Harmonyland, enjoy attractions
- Afternoon: Watch shows, shop for merchandise
- Evening: Move to Beppu Hot Springs, explore hot spring district
- Night: Stay at hot spring inn
Day 2
- Morning: Beppu Jigoku Meguri
- Afternoon: Visit Umitamago or Oita City attractions
- Evening: Begin return journey
Day Trip Course
- Morning: Harmonyland (from opening)
- Afternoon: Lunch at park, watch shows
- Evening: Day-trip hot spring bathing in Beppu
- Night: Return
Gourmet Information
Oita Specialties
- Tori Ten: Chicken tempura originating in Oita Prefecture
- Sekisaba and Sekiaji: High-quality fish from Bungo Channel
- Dango Jiru: Oita regional dish
- Beppu Reimen: Beppu specialty cold noodles
Numerous restaurants around Harmonyland serve these Oita delicacies.
Precautions When Visiting and Recommended Ways to Spend Your Time
Pre-Visit Preparation
What to Check on the Official Website
- Operating days and hours (irregular closure)
- Show schedule
- Crowding forecast calendar
- Weather-related operating conditions
- Special event information
Packing Checklist
- Tickets (if pre-purchased)
- Rainwear (as outdoor areas exist)
- Sunscreen and hat (summer)
- Warm clothing (winter)
- Camera and smartphone (plus charger)
- Mobile battery
- For small children: spare clothes, diapers, baby food
Efficient Route Planning
Arriving Right After Opening
Arrive at opening time to avoid crowds. Prioritize popular attractions.
Plan Based on Show Schedule
Confirm main character show times and plan your attraction itinerary around them for efficiency.
Offset Meal Times
Lunch times (12:00–13:00) are crowded. Eating around 11:00 or after 14:00 reduces wait times.
Photography Tips
Photo Spots
Many official photo spots are set throughout the park. Tour them by checking the map.
Character Greetings
Character photo opportunities have limited time, so confirm schedules in advance and arrive early in line.
Scenic Photography
Views of Beppu Bay from certain areas are especially beautiful on clear days and ideal for commemorative shots.
For Small Children
Stroller Use
Stroller movement is possible throughout the park. Rental strollers are available.
Extra Breaks
Use indoor rest spaces and plan without pressure to match your child’s pace.
Attraction Age Restrictions
Some attractions have age and height restrictions, so confirming in advance provides peace of mind.
Seasonal Precautions
Spring (March–May)
- Prepare for pollen allergies
- Watch for temperature fluctuations between morning and evening
- Cherry blossom season is crowded
Summer (June–August)
- Heat stroke prevention is essential
- UV protection necessary
- Hydrate frequently
- Summer vacation period is very crowded
Fall (September–November)
- Pleasant climate
- Halloween event period is crowded
- Evening can be chilly
Winter (December–February)
- Cold weather preparation essential
- Illumination period includes night operations
- Watch for icy roads (rare)
Manners and Rules
Photography Etiquette
- Be considerate of other guests appearing in photos
- No flash photography during shows
- Check restrictions on tripods and selfie sticks
Park Rules
- No eating outside designated areas
- No pets allowed (except service dogs)
- Dangerous items prohibited
- Avoid excessive contact with characters
Souvenir Shopping Tips
Prioritize Limited Items
Harmonyland-exclusive designed products are irreplaceable once gone, so purchase when found.
Avoid Late-Closing Congestion
Shop during late morning or early afternoon rather than at closing time when shops are crowded.
Japanese-Style Products
Items combining Japanese design with Sanrio characters are appreciated as souvenirs for international visitors.
Conclusion: Creating Your Best Memories at Harmonyland
Sanrio Character Park Harmonyland is Oita Prefecture’s special “88 Anime Holy Sites in Japan You Must Visit” designated theme park.
Harmonyland’s Charm
- Precious opportunity to meet Sanrio characters
- Facilities designed to be enjoyable even in rain
- Stunning location with views of Beppu Bay
- Abundant limited merchandise and photo spots
- Enriched travel by combining with nearby attractions
Pre-Visit Checklist
- Confirm operating days and hours on official website
- Purchase discount tickets in advance
- Check show schedules
- Prepare clothing and items suitable for weather
- Consider combination plans with nearby attractions
When visiting Oita Prefecture, add a “cute” experience at Harmonyland to your plans alongside hot springs and nature. Your meeting with Sanrio characters will surely become a special memory.
The official Instagram (@sanrio_harmonyland) regularly updates the latest information, so following before your visit is recommended. Share photos taken at the park with the “#Harmonyland” hashtag to share wonderful memories.
Harmonyland offers various enjoyment methods—as a pilgrimage destination, family trip, or date spot. Experience this special place in Hiji Town, Oita Prefecture, and immerse yourself in the world of Sanrio characters.
