Hello Kitty maker cuts ties with Japanese spy drama after China backlash
Sanrio has apologised after its merchandise line with Japanese TV series Vivant drew criticism.
Sanrio, the creator of Hello Kitty, has severed ties with the Japanese spy drama Vivant following widespread criticism in China. Vivant, a popular TV show, has faced harsh backlash in Chinese state media and social media for its portrayal of Chinese agents torturing a Japanese operative. This criticism extended to Hello Kitty and her friends, who were featured in merchandise dressed as characters from the show.
Sanrio announced the end of its partnership with Vivant due to elements inconsistent with its core values. The company emphasized its commitment to harmony among all people and vowed to enhance its review processes for future collaborations. China and Japan relations have hit a low point since Japanese Prime Minister Sanae Takaichi suggested Japan might use its self-defense force against China if it attacked Taiwan.
Takaichi had planned to watch Vivant over the holidays. In response, Sanrio faced accusations from China's Global Times, which accused the company of associating with anti-China content. Other Chinese brands have also distanced themselves from controversial figures, such as French footballer Kylian Mbappé, after he made remarks about late Chinese leader Mao Zedong.
Vivant is a spy drama centered around a Japanese salaryman entangled in an international web of crime and espionage.
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