The short version
- Sanrio has apologized and ended its merchandise partnership with the Japanese television series Vivant after facing significant backlash in China.
- Chinese state media and social users criticized the show for depicting Chinese agents using brutal torture tactics, which they argued distorted historical truths.
- The incident underscores the heightened sensitivity of commercial collaborations amid a diplomatic freeze between Japan and China following recent political statements.
Sanrio, the Japanese corporation responsible for the globally recognized Hello Kitty brand, has officially terminated its merchandise collaboration with the popular spy thriller series Vivant. The decision comes after a wave of intense criticism from Chinese state media outlets and social media users who condemned the show’s narrative choices. In a statement released late Wednesday, Sanrio apologized for the controversy and announced it would end the partnership immediately. The company cited that the content contained elements inconsistent with its core values of care, connection, and harmony among people.
The controversy centers on the second season of Vivant, which premiered in July. Unlike the first season, which was set in a fictional Central Asian country, the new episodes feature scenes where Chinese agents subject a Japanese operative to severe physical torture, including cutting fingers and stabbing the abdomen. Chinese state-run broadcasters, including CCTV, argued that these depictions highly overlap with historical atrocities committed by Japanese troops against Chinese civilians during wartime. Critics asserted that the drama distorts historical truth and glorifies violence associated with past aggression.
The backlash extended beyond the television series to the merchandise itself. Sanrio had produced items featuring Hello Kitty and other beloved characters such as My Melody and Cinnamoroll dressed as figures from the show. These products became focal points for anger on Chinese social platforms, where users expressed outrage at the association between innocent, family-friendly icons and content they viewed as offensive or historically revisionist. State-run Global Times specifically targeted Sanrio, warning that the brand risks losing long-term trust and emotional bonds with consumers by collaborating with what it termed anti-China content.
This incident occurs against a backdrop of severely strained diplomatic relations between Japan and China. Ties have reached their lowest point in years following comments made last November by Japanese Prime Minister Sanae Takaichi regarding Taiwan. During a parliamentary session, Takaichi suggested that Japan might activate its self-defense forces if China were to attack the island, a stance Beijing strongly opposed. Since then, China has applied various forms of pressure on Tokyo, including restrictions on rare earth exports, curbs on tourism, and the recall of giant pandas previously loaned to Chinese zoos.
The political context adds layers of complexity to the commercial fallout. Prime Minister Takaichi recently revealed that she had recorded episodes of Vivant and intended to watch them during the year-end holidays. This personal endorsement by a top political figure likely intensified the perception among Chinese critics that the show aligns with right-wing Japanese sentiments. Global Times argued that Sanrio stands to lose far more than short-term sales, emphasizing the potential long-term damage to its brand reputation in one of the world’s largest consumer markets.
Sanrio has indicated that it will strengthen its review processes for all future collaborative projects to prevent similar incidents. The company emphasized its commitment to fostering harmony and stated that it takes the feedback received very seriously. This move reflects a broader trend among international brands operating in China, where cultural and political sensitivities can rapidly escalate into commercial crises. The need for rigorous vetting of partner content has become increasingly critical as geopolitical tensions influence consumer behavior and public opinion.
The Vivant controversy is not an isolated event in the current climate. Earlier this week, several Chinese brands dropped French footballer Kylian Mbappé following comments he made about late Chinese leader Mao Zedong, which he later apologized for. These incidents illustrate the heightened scrutiny faced by foreign entities and figures in China. Brands are finding that even indirect associations with content perceived as disrespectful or historically inaccurate can trigger swift and severe repercussions from both state media and the public.
In response to the criticism, Masamine Ryuho, president of TBS, the network airing Vivant, stated that the show is completely fictional and has no intention of disparaging any particular country. He emphasized the dramatic nature of the series, which follows a Japanese salaryman entangled in international espionage. However, this defense has not quelled the anger in China, where historical grievances remain potent. The disconnect between creative intent and audience reception highlights the challenges of producing content that crosses cultural and political boundaries.
As Sanrio distances itself from Vivant, the incident serves as a cautionary tale for global companies navigating the intersection of entertainment, commerce, and geopolitics. The rapid escalation from a television plot point to a major brand crisis demonstrates how quickly digital outrage can mobilize against perceived slights. For Sanrio, the priority now is to mitigate reputational damage and reassure stakeholders that future collaborations will align more closely with its stated values and the sensitivities of its diverse global audience.
Looking ahead, the resolution of this dispute may depend on whether Chinese consumers accept Sanrio’s apology and withdrawal from the partnership. The company’s ability to restore trust will likely hinge on its transparency and consistency in applying stricter content reviews. Meanwhile, the broader diplomatic standoff between Japan and China shows no signs of easing, meaning that commercial entities operating in both markets must remain vigilant about the political undercurrents that can suddenly impact their business operations.
Sources behind this briefing
Go to the original reporting
- BBC Business↗Hello Kitty maker cuts ties with Japanese spy drama after China backlash
