By Ahmed Abdelsalam
Sanrio, the Japanese company behind the Hello Kitty franchise, has apologized and terminated its commercial partnership with the TBS television drama "Vivant" following a wave of criticism from Chinese state media and internet users.
Chinese State Media Condemns Portrayal
The backlash erupted after the drama's second season depicted Chinese agents using ruthless violence to torture members of a Japanese self-defense forces unit. The state-run Global Times labeled the scenes a "deliberate smear" against Beijing and drew parallels to torture methods used by Japanese troops against Chinese civilians during World War II.
Sanrio Apologizes and Ends Partnership
In a statement on the Chinese social media platform Weibo, Sanrio said the drama contained elements inconsistent with its core values of care, connection, and harmony. The company pledged to strengthen review processes for future collaborations.
Revenue Impact and Broader Context
China is a crucial market for Sanrio, which reported 781 million yuan ($117 million) in revenue from the country in the first half of 2026, a 40% increase year-on-year. The controversy comes amid heightened diplomatic tensions between Beijing and Tokyo, and follows a similar incident in which French footballer Kylian Mbappé lost Chinese endorsement deals after referring to Mao Zedong as a "dictator."
