Critics sometimes point to commercialization: limited-edition items can create scarcity-driven demand, and ticket pricing may exclude some fans. Balancing fan experience with revenue needs is an ongoing conversation.

Why a parade? According to Sanrio’s creative directors, a parade represents the flow of happiness. "Happiness is not a static object you hold," said a lead producer in a 2023 interview. "It is a wave that passes through you. The parade is that wave—characters moving past you, waving, throwing kisses, and pulling you into their rhythm."

As of 2025, Sanrio has begun testing an of the parade. You wear special glasses (or use a phone) and the physical parade is layered with digital magic: Cinnamoroll leaves a trail of glowing digital stars; bubbles turn into digital jellyfish.