Hello Kitty Maker Sanrio Ends Partnership with Japanese Spy Drama After China Backlash

Sanrio, the Japanese company renowned for creating Hello Kitty, has announced the termination of its merchandise collaboration with the popular Japanese TV drama Vivant. This decision comes after significant backlash from China, with Sanrio stating that the partnership "contained elements inconsistent with Sanrio's core values" and issuing an apology.

Vivant, a spy thriller, has been heavily criticized by Chinese state media and social media users for its depiction of Chinese agents using brutal torture tactics on a Japanese operative. This criticism extended to the merchandise line featuring Hello Kitty and her friends dressed as characters from the show.

Highlights

• Sanrio ended its merchandise partnership with the Japanese spy drama Vivant due to criticism from China.
• The company cited "elements inconsistent with Sanrio's core values" as the reason for the termination and apologized.
• Chinese state media and social media users condemned the show's portrayal of Chinese agents torturing a Japanese spy.
• Diplomatic tensions between Japan and China have been at a low point following comments by Japanese Prime Minister Sanae Takaichi on Taiwan.
• Sanrio committed to strengthening its review processes for future collaborative projects.

Details

In a statement, Sanrio affirmed, "Since its inception, Sanrio has consistently used its characters to convey values such as care and connection, and remains committed to its corporate philosophy of fostering harmony among all people." The company added that it takes the feedback regarding this incident very seriously and will enhance its review processes for all future collaborative projects.

Season two of Vivant reportedly features scenes where Chinese agents torture a Japanese spy by cutting his fingers and stabbing his abdomen. Chinese state outlets, including CCTV, argued that these tactics "highly overlap" with methods historically used by Japanese troops against the Chinese, claiming the drama "distorts the truth." Masamine Ryuho, president of Vivant's TV network TBS, stated that the show is entirely fictional and had no intention of "disparaging any particular country."

A spokesperson for the Chinese foreign ministry commented that Sanrio's decision to scrap its partnership with Vivant should "serve as a warning to the international community and discerning people in Japan." State-run Global Times also targeted Sanrio, asserting that the popular Hello Kitty character "should not dance with Japan's right wing."

Why it matters

This incident underscores China's sensitivity to cultural content and its significant influence over international brands. It highlights how political tensions between Japan and China can spill over into entertainment and commercial collaborations. Sanrio's decision emphasizes the imperative for brands to consider cultural and political sensitivities in global markets.