# Sanrio ends spy drama deal after Chinese backlash over torture scene

- URL: https://talkfuse.com/story/hello-kitty-company-cuts-ties-with-japanese-spy-show-after-china-outcry/
- Published: 2026-10-29T08:32:02+00:00
- Original publisher: The Guardian (publisher lean: Left)
- Original article: https://www.theguardian.com/world/2026/oct/29/hello-kitty-japanese-spy-show-vivant-china-outcry
- Topics: Asia, Business, Companies, Entertainment, TV, World

## Key points

- Sanrio ends its *Vivant* tie-up after criticism in China.
- The row centres on a scene depicting torture by Chinese agents.
- China brought Sanrio 781 million yuan in first-half revenue.

## Summary

New reporting adds that the backlash against Sanrio follows Chinese brands dropping footballer Kylian Mbappé over a joking remark about Mao Zedong. Sanrio has apologised and ended its commercial association with the Japanese spy drama *Vivant*, after Chinese state media and social media users condemned its portrayal of Chinese agents. The dispute matters because China is a major market for Sanrio, amid strained relations between Beijing and Tokyo.

The criticism focused on an episode in which a Chinese agent cuts off a Japanese intelligence officer’s fingers and stabs him. Chinese media said the scene echoed torture inflicted on Chinese civilians by Japanese troops during the second world war, and accused the drama of smearing China. Sanrio said the show contained elements inconsistent with its values and promised stronger reviews of future collaborations; it earned 781 million yuan, about $117 million, in China in the first half of the year, up more than 40% year on year.

## Coverage

- [The Guardian: Sanrio ends spy drama deal after Chinese backlash over torture scene](https://www.theguardian.com/world/2026/oct/29/hello-kitty-japanese-spy-show-vivant-china-outcry)
- [BBC Entertainment: Hello Kitty maker cuts ties with Japanese spy drama after China backlash](https://www.bbc.co.uk/news/articles/cry4x177jlnyo?at_medium=RSS&at_campaign=rss)

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.