Toyota loses to famous toy in fierce race

According to the data, the total value of Sanrio shares traded on the Tokyo Stock Exchange in May was recorded at ¥2.1 trillion (about $14.6 billion). That was twice the previous month's volume and surpassed Toyota's trading volume of ¥1.7 trillion. Meanwhile, Toyota's turnover fell from ¥2.2 trillion to ¥1.7 trillion the previous month.

Okasan Securities chief strategist Fumio Matsumoto noted that Sanrio's stocks are resilient to economic cycles, saying, "While companies are experiencing uncertainty about US tariffs, stocks that provide a sense of security with their content are preferred. Sanrio's inclusion in the MSCI index has made it easier for global investors to purchase the company."

-Sanrio's Stocks Soar, Toyota's Drop

Sanrio’s shares gained 12 percent in May after it was added to the MSCI Japan index. Jefferies Japan Ltd. raised its price target, predicting that the company’s brand value and licensing revenues would increase. Toyota, on the other hand, underperformed, gaining just 1.5 percent, weighed down by U.S. tariffs and increased competition.

FOCUS OF INVESTORS

Sanrio’s performance presents a great opportunity, especially for investors looking for a safe haven, while Toyota’s difficulties have made Sanrio more attractive in the process.