Los Angeles – – October 15, 2026 -- Fans heading to the F1 ACADEMY grand finale in Las Vegas can spend the weekend of Nov. 19 to Nov. 21 in a Hello Kitty-themed Fan Zone, with games, limited-edition merchandise and photo opportunities. Sanrio is bringing Hello Kitty and Friends back to the event, where 18 of the world's best female drivers will compete.
Jill Koch, Chief Brand Officer at Sanrio, Inc., said the partnership is about celebrating individuality, friendship and the confidence to pursue your dreams.
The Sanrio Fan Zone sits inside the F1 ACADEMY Paddock
The Hello Kitty Cafe Pit Stop serves cookies, other sweet baked goods and creamy hot chocolate to ticketed visitors.
At the Creative Garage, fans can design their own crown inspired by the world of Hello Kitty, add temporary tattoos and make friendship bracelets.
A reflex game challenges visitors to catch as many Hello Kitty bows as they can, testing themselves against the reflexes of an F1 ACADEMY driver.
Photo booths issue your own F1 ACADEMY driver's license
Fans get a license they can wear on a lanyard they decorate themselves. The zone also has a Hello Kitty and Friends photo wall and a display of race helmets inspired by Hello Kitty, Kuromi and My Melody. Hello Kitty and Kuromi will visit the Fan Zone throughout race week for meet-and-greets.
Three Hello Kitty Cafes in Las Vegas join the celebration
Visitors can find cafes at Fashion Show and Park MGM Las Vegas. The newest, an elevated cafe experience, is at the Forum Shops at Caesar's Palace. During race week, all three locations will offer new food and beverage items and select Hello Kitty x F1 ACADEMY merchandise. Fans can also take photos with Hello Kitty and Kuromi at the cafes.
Updates are available on the @hellokitty, @sanrio and @hellokittycafevegas social accounts.