New two-party liberal coalition in Estonia with narrow majority

Tradition with a Twist: 71% of Gen Z Believe Diwali Is Best Celebrated the Traditional Way, Reveals Sanrio Survey

Mumbai (Maharashtra) [India], November 5: India's Gen Z may be redefining self-expression, but tradition remains at the heart of their Diwali celebrations. A new survey commissioned by Sanrio, the global lifestyle and entertainment company best known for its beloved characters such as Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama, reveals that 71% of Gen Z respondents believe Diwali is best celebrated the traditional way, while 66% want more playfulness and fun. The findings resonate with the values of friendship, kindness, positivity and inclusivity embodied by the globally iconic character Hello Kitty, as young Indians blend cherished traditions with their own personal touch. 66% want more playfulness in their celebrations, reflecting a generation that is embracing tradition while adding its own personal touch. Thoughtful gestures and meaningful connections take centre stage, with 64% favouring personal gifts and 70% believing everyone should feel included during Diwali.

Nov 05, 2026