Sanrio ends tie-up with Japan drama 'Vivant' after criticism in China

Sanrio Co. has decided to end a tie-up campaign with the Japanese spy thriller Vivant and will cease all related activities, future developments, and promotional activities. The company apologized for the collaboration following backlash from Chinese media, stating that the content of the tie-up included expressions that were inconsistent with its corporate philosophy of compassion and connection.

The TBS-produced drama focuses on a fictional, unofficial intelligence unit of Japan’s Self-Defence Forces operating overseas. According to Malay Mail, the show's second season drew criticism from Chinese media for its depiction of Chinese intelligence agents torturing Japanese operatives. The Global Times reported that the drama deliberately distorts the truth and portrays atrocities committed by the invading Japanese army as something else.

In response to the issue, Chinese Foreign Ministry spokesperson Guo Jiakun stated that the drama shows a force in Japan is continuously seeking to use cultural products to smear China and disseminate hatred.

Brief written by urgent.news from The Mainichi, Malay Mail — 2 reports on this story. Machine-written — may contain errors; check the original before relying on it.