Sanrio, the company behind the Hello Kitty character franchise, has terminated a collaborative merchandise agreement with Vivant, a Japanese television spy drama series, following significant criticism from China. The decision came after the show drew considerable negative attention from Chinese state media outlets and social media users who objected to its portrayal of Chinese intelligence operatives employing torture methods against a Japanese operative.
The Hello Kitty character and related figures including My Melody and Cinnamoroll had been featured in merchandise dressed as characters from the show. In response to the backlash, Sanrio released a statement indicating the partnership contained elements that conflicted with the company’s stated values. The company emphasized its historical commitment to using its characters to promote care, connection, and harmony among people, and pledged to strengthen its review procedures for future collaborative ventures.
The controversy reflects broader tensions in Japan-China relations, which have significantly deteriorated in recent months. These tensions escalated following comments made by Japanese Prime Minister Sanae Takaichi last November regarding Taiwan, in which she indicated Japan would deploy its self-defense capabilities if China were to attack the island. Beijing has responded with various economic and diplomatic pressures, including restrictions on rare earth exports and reductions in tourism.
Vivant’s second season, which premiered in July, contains scenes depicting Chinese agents using severe torture methods against a Japanese spy. Chinese state broadcasters including CCTV contended that these depictions mirror historical tactics employed by Japanese forces and misrepresent factual events. State-run outlets criticized Sanrio’s involvement, with the Global Times warning that collaboration with such content would damage the brand’s reputation and consumer trust in China. Masamine Ryuho, president of the show’s network TBS, stated the drama was entirely fictional and intended no disparagement toward any nation.
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