Sanrio, the Japanese company behind the globally recognized Hello Kitty brand, has apologized and terminated its merchandise partnership with the controversial television drama Vivant following severe backlash in China. The popular spy thriller drew intense criticism from Chinese state media and social media users over its portrayal of Chinese agents utilizing brutal torture tactics against a Japanese operative. The controversy spilled over into Sanrio’s collaborative merchandise, which featured characters like Hello Kitty, My Melody, and Cinnamoroll dressed as figures from the show.
In a statement released on Wednesday, Sanrio announced it had ended the collaboration after determining the series contained elements inconsistent with its core corporate values of fostering harmony and connection. The company acknowledged the serious nature of the public feedback and pledged to strengthen its review processes for future collaborative projects. The incident underscores the severe commercial risks foreign brands face amid heightened geopolitical tensions, as China-Japan relations remain strained following diplomatic disputes over regional security and Taiwan.
