Hello Kitty maker cuts ties with Japanese spy drama after China backlash
Sanrio has ended a merchandise partnership with the Japanese TV series Vivant after a backlash in China over the show’s depiction of Chinese agents. The company apologised and said the collaboration was terminated because it contained elements inconsistent with its core values.
Controversial spy thriller sparks outrage
Vivant, a popular spy thriller, has been slammed by Chinese state media and social media users for showing Chinese agents using brutal torture tactics on a Japanese operative. The criticism extended to Hello Kitty and other Sanrio characters, including My Melody and Cinnamoroll, which were featured in merchandise dressed as Vivant characters. In a statement released late Wednesday, Sanrio said it had determined the show contained elements that didn’t align with its philosophy. “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 said. It added that it takes the feedback seriously and will strengthen its review processes for future collaborations.
The controversy comes amid strained China-Japan relations. Ties plunged to their lowest point in years after Japanese Prime Minister Sanae Takaichi suggested last November that Japan would activate its self-defence force if China attacked Taiwan. Beijing has responded with restrictions on rare earth exports, curbs on tourism, and reclaiming pandas.
State-run Global Times took aim at Sanrio on Wednesday, saying the hugely popular cat character “should not dance with Japan’s right wing.” The outlet argued that Sanrio “stands to lose far more than short-term sales” by collaborating with “anti-China content,” and that the trust and emotional bond built over a long time would suffer. On Thursday, a Chinese foreign ministry spokesperson said the incident should serve as a warning to the international community and discerning people in Japan. Meanwhile, Takaichi told parliament earlier this month that she had recorded Vivant episodes and planned to watch them over the year-end holidays. Vivant’s TV network, TBS, has defended the show. Its president, Masamine Ryuho, said on Wednesday that the drama is completely fictional and there were no intentions of disparaging any particular country.
