Sanrio, the Japanese company behind Hello Kitty, has apologized and ended its merchandising partnership with the television thriller Vivant after the tie-in drew fierce backlash from Chinese state media and social media users.
Vivant's second season, which premiered in July, depicts Chinese intelligence agents torturing a Japanese operative, prompting outlets including state broadcaster CCTV to accuse the show of distorting history by echoing tactics historically used by Japanese troops against Chinese civilians. The criticism soon extended to merchandise released over the summer that dressed Hello Kitty and fellow Sanrio characters My Melody and Cinnamoroll as figures from the show. "Since its inception, Sanrio has consistently used its characters to convey values such as care and connection," the company said in a statement, adding it would "strengthen our review processes for all future collaborative projects" after concluding the show "contained elements inconsistent with Sanrio's core values."
The dispute lands amid a broader diplomatic rupture between Beijing and Tokyo. Relations have been frozen since Japanese Prime Minister Sanae Takaichi told parliament last November that Japan could activate its military if China attacked Taiwan, prompting Beijing to restrict rare-earth exports, curb tourism to Japan and recall loaned pandas. State-run Global Times said Sanrio "stands to lose far more than short-term sales" by associating with "anti-China content," while a Chinese foreign ministry spokesperson called the episode a "warning" to Japanese businesses.
Vivant's broadcaster, TBS, defended the series, with network president Masamine Ryuho saying the drama was "completely fictional" and not intended to "disparage any particular country."
Sanrio is not alone in facing pressure over perceived slights to Beijing this week: several Chinese brands also dropped French footballer Kylian Mbappé as an endorser over comments about Mao Zedong that he has since apologized for, part of a pattern of swift commercial fallout for brands caught in China's political crosswinds.