JOCHUM

JOCHUM is a multimedia project launched in 2022 as a collaborative venture between Sanrio and the Japanese boy group JO1. The characters were developed directly by the members of the group, with each individual designing an original persona that reflects their own personality and interests. The project emerged from a desire to blend the high-energy world of J-pop idol culture with the established aesthetic warmth of Sanrio’s character-driven business model.

The 2024 television series expansion brought these characters into an animated format, focusing on their collective daily lives and comedic interactions within a shared living space. The series was designed to deepen the emotional connection between the members of JO1 and their fan base by providing a narrative framework for their avatars. It has been received as a successful bridge between character merchandising and idol group branding, demonstrating the enduring marketability of Sanrio’s design language when applied to contemporary pop culture figures.