The overall reputation of the Sanrio Japanese Village appears to be positive, but not without its concerns. Reviewers consistently commend the store's cleanliness, cute interior, and helpful, professional staff. However, customer experience seems to be varied; while visitors appreciate the exclusive and rare merchandise, including less popular characters, the shopping experience is oftentimes constrained by the queue system and the time limit imposed upon shoppers once inside. Additionally, there is a notable discrepancy in merchandise selection, with some customers finding it limited or missing expected items. The no-cash policy has caused inconvenience for at least one customer, suggesting that Sanrio could benefit from clearer communication of their payment policies. Despite these issues, there seems to be a strong nostalgic and emotional attachment to the brand, with customers expressing a sense of enjoyment and recommending the visit, especially for Hello Kitty fans and those revisiting the brand after many years.