Sanrio ends Hello Kitty Vivant collaboration after Chinese criticism

Sanrio’s Chinese subsidiary announced on October 28 that it would end its collaboration with the Japanese spy drama Vivant and cancel related projects and promotions. The company said the associated content conflicted with its corporate philosophy and apologised for the concern caused.

The merchandise featured Hello Kitty and other Sanrio characters dressed as figures from Vivant. Chinese state media, including Global Times and People’s Daily, criticised the series for depicting a fictional Chinese intelligence organisation torturing Japanese spies.

“Vivant is a work of fiction and does not intend to discredit any country.”

Critics argued the scenes resembled atrocities committed by Japanese forces during the invasion of China and accused the programme of transferring historical brutality onto Chinese characters. They also said the choice of who inflicts violence and who suffers it carried national associations.

TBS president Masamine Ryuho defended Vivant as a work of fiction and denied it intended to disparage any country. At an October 28 press conference, he acknowledged complaints about hostility toward a particular country and excessive violence, and said TBS must examine whether violent scenes could distress viewers.

Sanrio earned 781 million yuan, about 110 million dollars, in China during the first half of 2026, a 40 percent annual increase. China is one of its major foreign markets.

The decision came two days after several Chinese companies ended commercial agreements with footballer Kylian Mbappé over remarks about an image combining his face with Mao Zedong. China–Japan relations have been tense since Japanese Prime Minister Sanae Takaichi made a suggestion in November 2025.