By Karim Hammam
Sanrio, the company behind Hello Kitty, has apologized and terminated its merchandise partnership with the Japanese spy thriller "Vivant" following intense criticism in China.
Backlash over depiction of Chinese agents
The drama's second season, which premiered in July, features scenes of Chinese agents torturing a Japanese operative. Chinese state media and social media users condemned the portrayal as distorting historical facts and overlapping with tactics used by Japanese troops during wartime.
Sanrio cites core values
In a statement Wednesday, Sanrio said the collaboration contained elements inconsistent with its core values of care, connection, and harmony. The company pledged to strengthen review processes for future projects.
Diplomatic tensions fuel controversy
The incident occurs amid deteriorating China-Japan relations, exacerbated by Japanese Prime Minister Sanae Takaichi's comments on Taiwan last November. Chinese state outlet Global Times warned Sanrio against aligning with "Japan's right wing," saying the brand risks long-term trust.
Other cultural figures targeted
Earlier this week, several Chinese brands dropped French footballer Kylian Mbappé over remarks about Mao Zedong, for which he later apologized.
Network defends fictional nature
TBS President Masamine Ryuho stated the show is entirely fictional and not intended to disparage any country.
