Honda and Sanrio Co., Ltd. have announced the launch of the SMILE RIDER PROJECT, a new initiative designed to promote the appeal of motorcycles and motorsports, while emphasizing the importance of road safety. The project aims to engage audiences of all ages and is a continuation of the companies' previous collaborations on motorcycle designs featuring Sanrio characters.
The initiative will feature SANRIO CHARACTERS × Honda Kumamoto Racing in the 2026 FIM Endurance World Championship's Suzuka 8 Hours race. The racing bike will showcase special livery inspired by Sanrio's character Kuromi, and characters like Hello Kitty and Pompompurin will appear on racing gear and in the pit area. This collaboration marks the 50th anniversary of Honda's Kumamoto Factory, where the CBR1000RR-R FIREBLADE racing model is developed and manufactured.
To attract more fans to the Suzuka 8 Hours, Honda and Sanrio will offer 150 SMILE RIDER PROJECT Supporter Seats, including exclusive merchandise. Additionally, a “16–23 ZERO Yen Pass” will provide young visitors with a support flag to encourage participation. The Honda RACING Gallery at Suzuka Circuit Park will host an exhibition of past collaborative vehicles and character-themed events.
In line with Honda's global safety slogan, “Safety for Everyone,” the project will also focus on road safety education for elementary school students. In collaboration with the City of Suzuka, Honda will distribute Road Safety T-shirts featuring Sanrio characters to 1,400 first-grade students across 28 schools. A presentation ceremony is planned for June 24, alongside road safety classes using Honda-developed educational materials.
Through these efforts, Honda and Sanrio aim to foster a safer traffic environment and inspire a new generation of motorcycle enthusiasts, aligning with the SMILE RIDER PROJECT's vision of a traffic society where both children and adults can smile.