Sanrio, the creator of the globally adored Hello Kitty, has ended its merchandise collaboration with the Japanese TV drama Vivant following significant backlash from China. The decision comes after the show faced criticism for its portrayal of Chinese agents using brutal torture methods on a Japanese character.
The merchandise line, which featured Hello Kitty and her friends like My Melody and Cinnamoroll dressed as characters from Vivant, was met with disapproval from Chinese state media and social media users. Sanrio stated that the collaboration was terminated because it included elements that conflicted with the company's core values. The company emphasized its commitment to promoting harmony and announced plans to enhance its review processes for future partnerships.
Relations between China and Japan have been strained, especially after Japanese Prime Minister Sanae Takaichi's remarks on Taiwan last November, which suggested Japan might deploy its self-defense forces if China attacked Taiwan. This has led to increased pressure from Beijing on Tokyo, including restrictions on rare earth exports and tourism, as well as reclaiming pandas.
The Chinese state-run Global Times criticized Sanrio, suggesting that the Hello Kitty brand should not align with Japan's right-wing elements. The publication warned that Sanrio risked losing more than just short-term sales by associating with content perceived as anti-China, potentially damaging the trust and emotional connection it has built over time.
In response to Sanrio's decision, a spokesperson for the Chinese foreign ministry suggested that the incident should serve as a cautionary tale for the international community and discerning individuals in Japan.
Meanwhile, Vivant, a spy thriller, has been a topic of contention. Its second season, which premiered in July, depicts Chinese agents torturing a Japanese spy, a portrayal that Chinese state media argues distorts historical truths and overlaps with tactics used by Japanese troops against the Chinese in the past. Masamine Ryuho, president of TBS, the network airing Vivant, maintained that the show is purely fictional and not intended to disparage any country.
This incident with Sanrio is not isolated. Earlier this week, several Chinese brands severed ties with French footballer Kylian Mbappé following his comments about Mao Zedong, which he later apologized for. These events highlight the sensitivity surrounding international portrayals and comments related to China.
