Sanrio ends Vivant tie-up and apologises after China backlash over Hello Kitty spy merchandise

The backlash

Chinese state media and social media users attacked Vivant, a Japanese spy thriller, over its depiction of Chinese agents using brutal torture against a Japanese operative. The second season has run on the TBS network since July, after the first season appeared in 2023. In the new season, Chinese agents capture Japanese spies and torture them, with one prisoner having fingers cut off and being stabbed in the abdomen. China's state broadcaster CCTV accused the producers of deliberately belittling the country, and Chinese media argued that the show reverses the roles of perpetrators and victims from the Second World War. The criticism then reached Hello Kitty and her friends, My Melody and Cinnamoroll, who had appeared in merchandise dressed as characters from the show.

Sanrio's apology

Sanrio said late on Wednesday, 28 October, in a post on the Chinese platform Weibo, that the series "contained elements inconsistent with Sanrio's core values" and that it had ended the collaboration. The company apologised for the concern it had caused and said all further projects and promotional activities tied to the show would be halted. The statement went on to say:

“Since its inception, Sanrio has consistently used its characters to convey values such as care and connection, and remains committed to its corporate philosophy of fostering harmony among all people.”

The company also committed to tighter controls on future partnerships, saying it would take the feedback seriously and strengthen its review processes.

“We take the feedback we have received regarding this incident very seriously.”

After the apology, the state-run Global Times ran an editorial arguing that Hello Kitty should not be associated with Japan's right wing. The paper warned that the company risks losing the trust of Chinese consumers, and China is one of Sanrio's largest international markets.

The wider China-Japan dispute

Relations between Beijing and Tokyo have fallen to their lowest point in years since Japanese Prime Minister Sanae Takaichi told parliament in November 2025 that Japan could activate its self-defence force if China attacked Taiwan. Since then, Beijing has pressed Tokyo through restrictions on rare earth exports, reduced tourism and the reclaiming of its pandas. Takaichi told parliament earlier this month that she had recorded Vivant episodes and planned to watch them over the year-end holidays. China accuses her of steering Japan toward remilitarisation reminiscent of the 1930s, and her refusal to retract the remarks has coincided with high domestic approval ratings.

Signs of a possible thaw

Diplomats and experts said both sides had recently hinted at an off-ramp from the row. They added that a handshake between Xi Jinping and Takaichi on the sidelines of the Asia-Pacific Economic Cooperation forum in Shenzhen in November was under consideration. Many experts see the two leaders as too deeply entrenched to de-escalate. The People's Daily has also targeted Vivant, arguing that its torture methods copy those used by the invading Japanese army. Chinese media say some of the methods resemble those Japanese troops used against Chinese civilians during the Second World War.