Hello Kitty Maker Apologizes Amid China Backlash

Sanrio, the company renowned for Hello Kitty, has issued an apology and terminated its merchandise collaboration with the Japanese television drama 'Vivant'. This decision follows significant criticism in China, where state media and social media users condemned the show's depiction of Chinese agents using severe torture methods on a Japanese operative.

The collaboration featured Sanrio characters like Hello Kitty and My Melody dressed as figures from 'Vivant'. Sanrio explained that the partnership was dissolved because the show contained elements contradicting the company's fundamental values of fostering care and connection. The company has pledged to enhance its review processes for future projects.

This incident occurs against a backdrop of heightened tensions between China and Japan. Relations have been strained by diplomatic disputes, including remarks made by Japanese officials regarding Taiwan. Chinese state media, such as the Global Times, criticized Sanrio's involvement with 'Vivant', warning of potential damage to its long-standing trust and emotional bond with consumers.

'Vivant's' second season, which premiered in July, reportedly includes scenes where Chinese agents torture a Japanese spy. While Chinese state outlets argued these depictions distorted historical truths and overlapped with tactics used by Japanese troops, the TV network TBS maintained the show is fictional and aimed to offend no specific country.