Sanrio Terminates Partnership with Japanese Spy Drama Following China Backlash

Sanrio, the company responsible for the Hello Kitty franchise, has announced the termination of its merchandise partnership with the Japanese spy thriller Vivant, following significant backlash in China. The controversy centered on the show's depiction of Chinese agents employing brutal torture tactics against a Japanese operative. This criticism extended beyond the series itself to the Hello Kitty and My Melody merchandise, which featured characters dressed as figures from the show. In a statement released late Wednesday, Sanrio confirmed the end of the collaboration, citing the determination that the content contained elements inconsistent with the company's core values. Sanrio emphasized its commitment to its corporate philosophy of fostering harmony and conveying values such as care and connection. Addressing the incident, Sanrio stated that it takes the feedback seriously and committed to strengthening its review processes for all future collaborative projects. *Vivant* is a spy thriller centered on a Japanese salaryman entangled in international crime and espionage. While its first season, which aired in 2023, was set in a fictional Central Asian country, the second season, which premiered in July, featured the controversial scenes of Chinese agents torturing a Japanese spy. Chinese state media outlets, including CCTV, argued that the depicted tactics closely mirrored historical actions by Japanese troops against China, asserting that the drama distorted historical truth. State-run Global Times specifically targeted Sanrio on Wednesday, warning that the popular cat character should not collaborate with what it termed "anti-China content." This incident occurred amid heightened diplomatic tensions between China and Japan. The relationship has reached a low point in recent years, following comments by Japanese Prime Minister Sanae Takaichi regarding Taiwan, which suggested Japan would activate its self-defense force in the event of a Chinese attack. Masamine Ryuho, president of Vivant's network TBS, defended the series, stating that the show was entirely fictional and did not intend to disparage any particular country.