29th October 2026 – (Tokyo) Sanrio has apologised and terminated its merchandise partnership with the Japanese television drama Vivant after a wave of criticism in China over scenes depicting Chinese agents torturing a Japanese operative. The company said the collaboration did not align with its ethos of care and connection and pledged to strengthen reviews for future projects. A statement announcing the cancellation was issued late on Wednesday via Sanrio’s China operations.
The backlash intensified this month as Chinese state media, including China Central Television and the Global Times, condemned Vivant’s second season for stoking hostility and echoing wartime atrocities, prompting calls for brands to distance themselves. The series, produced by TBS, has been a domestic hit since its 2023 debut, with the latest season airing from July.
The furore comes amid strained China‑Japan relations following remarks last November by Japanese Prime Minister Sanae Takaichi that a Taiwan contingency could constitute a “survival‑threatening” situation for Japan under its defence laws, hardening Beijing’s tone towards Tokyo. Against that backdrop, analysts say Sanrio’s move aims to protect long‑built consumer trust in mainland China by avoiding associations that risk politicising its characters, including Hello Kitty, My Melody and Cinnamoroll.
