The brand terminated the partnership after the second season of Vivant depicted Chinese operatives brutally torturing a Japanese agent, provoking backlash from outlets such as CCTV and the Global Times. Products featuring characters like My Melody and Cinnamoroll in costumes from the drama were discontinued alongside an apology from Sanrio. Although broadcaster TBS defended the series as a work of pure fiction, the dispute intersected with broader bilateral strain. Beijing previously implemented trade and tourism curbs after Prime Minister Takaichi suggested Japan's self-defense forces could be deployed if Taiwan were attacked.
Key points
Sanrio cancelled the cross-promotional campaign after determining the show's content cont…: Sanrio cancelled the cross-promotional campaign after determining the show's content contradicted its foundational values of connection, harmony, and care.
The commercial fallout developed against a backdrop of deteriorating diplomatic relations…: The commercial fallout developed against a backdrop of deteriorating diplomatic relations triggered by Prime Minister Sanae Takaichi's statements on Taiwan.
Beijing had already enacted retaliatory measures, including restrictions on rare earth ex…: Beijing had already enacted retaliatory measures, including restrictions on rare earth exports and tourism curbs, prior to the television controversy.
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Sanrio, the company behind Hello Kitty, has apologised and ended its merchandise partnership with a controversial Japanese TV show after drawing backlash in China.
Vivant, a popular spy thriller, has been widely slammed in Chinese state media and by Chinese social media users for its depiction of Chinese agents using brutal torture tactics on a Japanese operative.
The criticism has extended to the internationally beloved Hello Kitty and her friends, including My Melody and Cinnamoroll, who were featured in merchandise dressed as characters from the show.
Sanrio said it terminated its collaboration with Vivant after determining that it "contained elements inconsistent with Sanrio's core values".
"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," Sanrio said in the statement late on Wednesday.
"We take the feedback we have received regarding this incident very seriously. Moving forward, we will strengthen our review processes for all future collaborative projects."
China-Japan ties have plunged to their lowest point in years,…
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