Sanrio, the Japanese company behind Hello Kitty, has ended its merchandise partnership with the television drama Vivant after the spy thriller drew intense backlash in China over its portrayal of wartime history. The abrupt termination highlights the rising economic and cultural costs foreign brands face amid escalating diplomatic friction between Tokyo and Beijing.
A Lucrative Character Franchise Entangled in Geopolitical Friction
The controversy centers on the second season of Vivant, a Japanese series that premiered its latest episodes in July. In these recent broadcasts, fictional Chinese intelligence agents are depicted using brutal torture tactics against a Japanese operative, including cutting his fingers and stabbing his abdomen. Chinese state media outlets, including CCTV, sharply criticized the show for distorting historical truth and employing tactics that they argued “highly overlap” with those historically used by Japanese troops against the Chinese.
As public outrage mounted on Chinese social media, the backlash quickly expanded to commercial partnerships tied to the program. Sanrio had previously authorized merchandise featuring globally beloved characters like Hello Kitty, Cinnamoroll, and My Melody dressed as characters from the show. Responding to the mounting pressure, Sanrio announced its decision to terminate the collaboration, stating that the drama contained elements “inconsistent with Sanrio’s core values.” The company added that it would strengthen its review procedures for all future collaborative projects.
The stakes for Sanrio in the Chinese market are substantial. In the first half of 2026, revenue generated from the Chinese market reached 781 million yuan, equivalent to roughly $117 million—marking a surge of more than 40 percent year-on-year.
Diplomatic Churn and the Wider Cultural Fallout
State-run media outlet the Global Times subsequently targeted Sanrio in an editorial, warning that the iconic cat character should not “dance with Japan’s right wing,” arguing that the company stood to lose deep-seated consumer trust.
Sanrio is not the only global entity to face sudden commercial repercussions in China over political commentary. Earlier this week, several Chinese brands cut ties with French footballer Kylian Mbappé following remarks he made concerning late Chinese leader Mao Zedong, though the athlete has since apologized.
Production Defenses and Future Scrutiny
Despite the severe domestic reaction in China, executives behind the television series maintain that the project was entirely fictional. Masamine Ryuho, the president of Vivant‘s TV network TBS, stated that the program was created with no intention of “disparaging any particular country.”
Nevertheless, the swiftness of Sanrio’s exit underscores how precarious commercial operations have become for multinational brands navigating sensitive historical narratives in East Asia. With Sanrio committing to tighter oversight on future licensing deals, the incident serves as a stark reminder that consumer-facing intellectual property cannot easily insulate itself from high-stakes geopolitical crosscurrents.
| Entity / Metric | Detail | Context |
|---|---|---|
| Sanrio IP Affected | Hello Kitty, Cinnamoroll, My Melody | Featured in licensed merchandise dressed as Vivant spy characters. |
| Chinese Market Revenue | 781 million yuan (~$117 million) | Recorded in the first half of 2026, marking a 40% year-on-year increase. |
| Broadcasting Network | TBS | Produces Vivant; network president Masamine Ryuho defended the show as fictional. |
| Diplomatic Catalyst | Takaichi | Mentioned in parliament that she had recorded episodes of the drama. |
