Sanrio Ends Vivant Deal

Sanrio has terminated its commercial partnership with the Japanese television drama Vivant after a wave of criticism from Chinese state media and online users. The Tokyo-based company, known globally for the Hello Kitty brand, announced the decision on Weibo, a Chinese social media platform, citing inconsistencies between the show's content and the firm's core values.

The dispute centers on the second season of the spy thriller, which airs on the TBS network. In an episode broadcast on October 4, the series depicts a Chinese agent cutting the fingers of a Japanese intelligence officer and stabbing him in the abdomen. Chinese media officials argued that these specific acts of violence mirrored historical tortures inflicted by Japanese troops on Chinese civilians during World War II. The state-run tabloid Global Times described the portrayal as a deliberate smear, claiming the drama distorts history by assigning wartime atrocities to modern characters.

The timing of the backlash coincides with Sanrio's strongest financial performance in the region. Chinese media reports indicate that the company generated 781 million yuan, approximately $117 million, from the Chinese market in the first half of this year. This figure represents a growth rate of more than 40 percent compared to the same period last year. The drama features Sanrio characters, including My Melody and Cinnamoroll, in its associated merchandise, linking the brand directly to the controversial content.

Political tensions between Beijing and Tokyo have amplified the reaction. Sanae Takaichi, Japan's prime minister, sparked a diplomatic controversy last November by stating that a Chinese attack on Taiwan could trigger the deployment of Japanese self-defense forces if it posed an existential threat. Earlier this month, Takaichi told reporters she had recorded episodes of Vivant and intended to watch them during the holiday season.

In a formal statement, Sanrio said it takes the feedback regarding the incident seriously. The company noted that it has used its characters to convey values such as care and connection since its inception. It added that it will strengthen its review processes for all future collaborative projects to ensure alignment with its corporate philosophy of fostering harmony.

This move follows a similar incident involving French footballer Kylian Mbappé, who was dropped by several Chinese brands days earlier. Mbappé had jokingly referred to Mao Zedong as a dictator, a title he is known for in the sports world. He later apologized for his ill-judged remarks, prompting a reassessment of brand safety in the Chinese market for foreign entities.