Sanrio Ends Vivant Merchandise Partnership Following Backlash in China

Sanrio, the parent company of the Hello Kitty brand, has officially terminated its merchandise partnership with the Japanese television spy thriller 'Vivant.' The decision follows significant criticism from Chinese state media and social media users regarding the show’s portrayal of Chinese agents.

The Controversy

• The spy series 'Vivant' has faced allegations of distorting history by depicting Chinese agents using brutal torture methods against a Japanese operative.
• Critics, including outlets like the Global Times, claimed these depictions mirror historical actions by Japanese troops in China.
• The controversy spread to Sanrio after the company released merchandise featuring characters like Hello Kitty, My Melody, and Cinnamoroll dressed in costumes from the show.

Sanrio's Response

In a statement released on Wednesday, Sanrio apologized and confirmed the end of the collaboration. The company stated:

• The content of the series was determined to be "inconsistent with Sanrio's core values" of fostering connection and harmony.
• Management plans to strengthen review processes for all future collaborative projects.

Official Perspectives

• TBS Network: Masamine Ryuho, president of the network that airs 'Vivant,' maintained that the program is a work of fiction and stated there was no intent to "disparage any particular country."
• Chinese Foreign Ministry: A spokesperson stated on Thursday that the situation should "serve as a warning to the international community."
• Context: The incident occurs amidst heightened diplomatic tensions between Tokyo and Beijing, recently exacerbated by remarks from Prime Minister Sanae Takaichi regarding Taiwan.

Consumers can verify this development through official corporate statements released on Sanrio's investor relations portal or via official press releases from the TBS network.