Sanrio Drops Hello Kitty Deal With Vivant

Sanrio, the Japanese maker of Hello Kitty, ended its merchandise partnership with the spy drama Vivant on Wednesday. The company issued a late-night apology, stating it concluded the show contained elements inconsistent with its core values of care and connection.

The decision follows a wave of criticism from Chinese state media and social media users. Outlets including CCTV argued that scenes of Chinese agents torturing a Japanese spy by cutting his fingers and stabbing his abdomen mirrored historical methods used by Japanese troops against Chinese people. The state-run Global Times warned that Hello Kitty should not associate with Japan's right wing and that the company risks losing the emotional bond built over years by collaborating with anti-China content.

The dispute emerged during a sharp deterioration in relations between Beijing and Tokyo. Ties have fallen to their lowest point in years since Prime Minister Sanae Takaichi suggested last November that Japan would activate its self-defense force if China attacked Taiwan. Beijing has responded by restricting rare earth exports, curbing tourism, and reclaiming its pandas from Japanese zoos.

Takaichi added personal weight to the controversy when she told parliament earlier this month that she had recorded episodes of Vivant. She said she planned to watch them over the year-end holidays. A Chinese foreign ministry spokesperson told reporters on Thursday that the incident should serve as a warning to the international community and discerning people in Japan.

The drama follows a Japanese salaryman entangled in international crime and espionage. Its first season aired in 2023 in a fictional Central Asian country. The second season premiered in July and includes the specific torture scenes that triggered the backlash. Masamine Ryuho, president of the show's network TBS, stated on Wednesday that the programme is entirely fictional and was not intended to disparage any particular country.

Sanrio said it takes the feedback very seriously and will strengthen its review processes for future collaborations. The company had featured Hello Kitty, My Melody, and Cinnamoroll on merchandise dressed as characters from the show. This is not the first recent cultural clash, as several Chinese brands dropped French footballer Kylian Mbappé earlier this week over comments he made about the late Chinese leader Mao Zedong.