# Sanrio ends Vivant merchandise deal after backlash in China

- URL: https://talkfuse.com/story/hello-kitty-maker-cuts-ties-with-japanese-spy-drama-after-china-backlash/
- Published: 2026-10-29T07:54:33+00:00
- Updated: 2026-10-29T08:02:17+00:00
- Original publisher: BBC World (publisher lean: Centre)
- Original article: https://www.bbc.co.uk/news/articles/cry4x177jlnyo?at_medium=RSS&at_campaign=rss
- Topics: Asia, Entertainment, TV, World

## Key points

- Sanrio ended its Vivant merchandise partnership after criticism in China.
- The backlash centred on the drama’s portrayal of Chinese agents.
- Sanrio says it will strengthen checks on future collaborations.

## Summary

Sanrio has ended its merchandise partnership with the Japanese spy drama Vivant and apologised after the collaboration drew criticism in China. The reaction reflects heightened sensitivity around portrayals of Chinese people amid strained China-Japan relations, and has prompted Sanrio to say it will strengthen its checks on future partnerships.

The criticism focused on the drama’s second season, which depicts Chinese agents torturing a Japanese spy; Chinese state media said the scenes resembled abuses by Japanese troops and distorted history. Sanrio characters including Hello Kitty, My Melody and Cinnamoroll appeared in merchandise dressed as figures from the show. Vivant’s broadcaster says the story is fictional and was not intended to disparage any country.

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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.