I am originally from Brazil, and Sanrio is not very popular there. Unless you are of Japanese origins and have family in Japan that talk about and send Sanrio stuff as gifts (which was my case), your only contact with Sanrio would be through pirated items or from the Sanrio stores, located in upclass neighbourhoods. I'm not even sure if they're still open... I now live in Canada, BC, and haven't seen much of Sanrio here either.
What about in your country?