This Sanrio themed retail store is located inside the Hello Kitty Castle resort right next to the new Hello Kitty Park in Anji, China. The resort was inspired by the French castle Chateau de Chenonceau. Because of the location, the store’s theme is not only adorable and delightful Sanrio, but also more elegant and peaceful with watercolor decorations on castle elements. The story is Sanrio’s family invites fans to their castle to visit. The store sells Sanrio designer’s collection only, so the display is less condensed more like a museum experience. Compared to other Sanrio stores, this one doesn’t have high saturation and much pink color, which is a unique Sanrio boutique.