7 publishers · first seen Thu, 29 Oct 2026 07:54 UTC · updated Fri, 30 Oct 2026 09:04 UTC
Sanrio, the company behind Hello Kitty, has apologised and ended its merchandise partnership with the Japanese TV drama Vivant after Chinese state media and netizens criticised the show's portrayal of Chinese agents using brutal torture tactics on a Japanese operative. Sanrio stated the drama contained elements inconsistent with its core values of care, connection, and fostering harmony among all people, and said it would strengthen review processes for future collaborations. The controversy follows heightened tensions between China and Japan, exacerbated by comments from Japanese Prime Minister Sanae Takaichi on Taiwan that sparked a diplomatic row. Chinese media, including the Global Times, accused the show of distorting history by attributing wartime atrocities to modern Chinese characters.
Hello Kitty, My Melody, and Cinnamoroll were featured in Vivant-themed merchandise, drawing backlash in China, a key market where Sanrio earned 781 million yuan in the first half of this year. A Chinese foreign ministry spokesperson said the incident should serve as a warning to the international community and discerning people in Japan.
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