Sanrio ends Vivant deal after China backlash

Sanrio, the Tokyo-based firm behind the Hello Kitty franchise, has terminated its commercial partnership with the Japanese television drama Vivant. The company announced the decision on Weibo, a Chinese social media platform, stating that the show contained elements inconsistent with its core values. This move follows a wave of criticism from Chinese state media and internet users regarding the series' portrayal of Chinese agents.

The controversy erupted this week after Chinese state media described the drama's depiction of Chinese spies as a deliberate smear. The outlet Global Times noted that the torture methods shown in the October 4 episode bore striking similarities to atrocities committed by Japanese troops during the Second World War. In that episode, a Chinese agent cuts off the fingers of a Japanese intelligence officer and stabs him in the abdomen. Chinese media argued that the show distorts history by attributing these specific acts to modern Chinese characters.

The production is a spy thriller produced by the TBS network. The first season, set in a fictional central Asian country, did not face similar backlash. The current season stars Masato Sakai as a salaryman drawn into international espionage. The timing of the dispute coincides with strained diplomatic relations between Beijing and Tokyo. Japanese Prime Minister Sanae Takaichi told MPs last November that a Chinese attack on Taiwan could trigger the deployment of Japan's self-defense forces if it posed an existential threat.

Takaichi added earlier this month that she had recorded episodes of the show and planned to watch them during the year-end holidays. Despite the political tension, Sanrio maintains a strong financial presence in China. The company reported 781 million yuan, or 117 million US dollars, in revenue from the Chinese market in the first half of 2026. Chinese media reported that this figure represents an increase of more than 40 percent compared to the same period last year.

Sanrio stated that it takes the feedback regarding the incident seriously. The company said it will strengthen its review processes for future collaborative projects. The drama features Sanrio characters My Melody and Cinnamoroll in themed merchandise. The fallout mirrors a recent incident involving footballer Kylian Mbappé, who was dropped by several Chinese brands after referring to Mao Zedong as a dictator. Mbappé later apologized for his remarks.

The company behind the successful Hello Kitty franchise has apologized and ended its commercial tie-up with a Japanese TV drama after Chinese state media and netizens condemned the show’s “deliberate smears” against China.