Sanrio has terminated its merchandise partnership with the Japanese spy drama Vivant after Chinese state media and social media users condemned the television show over scenes depicting the torture of Japanese operatives, showing economic risks for foreign firms operating in the world’s second-biggest economy.
Sanrio Ends Merchandise Collaboration After Chinese Backlash
The company behind the global Hello Kitty franchise has apologized and cut commercial ties with a controversial Japanese television series. The decision by Sanrio follows intense condemnation from Chinese state media and social media platforms over the second season of the spy thriller Vivant, which is produced by the Japanese network TBS and available on Netflix.
In a statement posted on the Chinese social media platform Weibo, Sanrio’s Chinese subsidiary announced that it was ending its association with the drama.
Regarding this collaboration, we believe it contains expressions that are inconsistent with the corporate philosophy of the Sanrio Group. We have therefore decided to terminate this collaboration along with all subsequent projects and promotional activities.
Sanrio’s Chinese subsidiary
The backlash centered on soft toys featuring Hello Kitty, My Melody, and Cinnamoroll dressed as characters from the show.
Chinese internet users and state outlets argued that these items promoted content offensive to Beijing. Sanrio added that it would review processes for future collaborative projects.
Sanrio yesterday apologized and ended its character collaboration with Japan's drama Vivant. The Japanese cultural firm, which owns well-known IP such as Hello Kitty, planned to launch a joint product with the suspense drama that casts the antagonist as a secret intelligence… pic.twitter.com/hmfTdkJxXx
Torture Depictions Draw Historical Sensitivities in Vivant
The controversy stems from plotlines in the current season of Vivant, which follows a Japanese salaryman drawn into international espionage. In an October episode, a fictional Chinese intelligence agency is shown capturing Japanese operatives, with scenes depicting operatives cutting off a prisoner’s fingers and stabbing his abdomen.
State-run media outlets, including the Global Times and CCTV, argued that the interrogation tactics shown in the drama mirror atrocities committed by invading Japanese troops against Chinese civilians during the Second World War. Commentators accused the production of distorting historical realities by attributing such brutal methods to modern Chinese characters.
Responding to the criticism during a press conference, TBS President Masamine Ryuho defended the program.
entirely fictional and has no intention of disparaging any specific country
Masamine Ryuho, TBS President
Ryuho noted that the broadcast network had no immediate comment regarding Sanrio’s decision to scrap the merchandise arrangement.
Japanese Prime Minister Comments Strain Ties with China
The cultural fallout unfolds against a backdrop of severely strained bilateral relations between Japan and China. Diplomatic ties plunged following comments made by Japanese Prime Minister Sanae Takaichi, who suggested in parliament that a Chinese military move against Taiwan could trigger a defensive response from Tokyo’s self-defense forces.
Beijing has since implemented economic and travel countermeasures, including urging citizens to avoid travel to Japan, restricting rare-earth mineral exports vital to Japanese manufacturing, and recalling pandas.
#Sanrio's Chinese local subsidiary terminates #VIVANT collaboration following criticism in #China and #Japan.The company's tie-up with the Japanese TV drama accused of demonizing China, stands in stark contrast to its anti-war legacy. Japanese historian Masahiro Yamazaki… pic.twitter.com/ftrhOwqk0X
Sanrio recorded 9.8 billion yen, equivalent to $62 million, in sales within China during the first quarter, marking an increase of nearly 25 percent compared to the previous year. Chinese media reports also cited revenue growth up over 40 percent year-on-year.
Foreign Brands Face High-Profile Clashes
The Sanrio dispute marks the second major backlash involving foreign entities in China within days.
Foreign consumer brands have frequently faced swift public and commercial retaliation in China over cultural missteps or political statements.
Past friction points include Dolce & Gabbana cancelling a Shanghai fashion show in 2018 following ad campaigns deemed offensive, and coordinated boycotts in 2021 against brands such as H&M, Nike, and Adidas over statements regarding labor conditions in Xinjiang.
Sanrio has ended its Vivant merchandise partnership, which featured Hello Kitty, My Melody and Cinnamoroll, after Chinese criticism of the drama’s torture scenes. The Japanese spy series continues airing.The decision ends the current collaboration and all related future… pic.twitter.com/bpwzTRdqn0