Sanrio, the Japanese company behind Hello Kitty, has apologized and ended its merchandising partnership with the spy thriller Vivant after the show drew fierce backlash from Chinese state media and social media users over its depiction of Chinese agents torturing a Japanese operative.
The criticism spread to Hello Kitty herself, along with fellow Sanrio characters My Melody and Cinnamoroll, who had appeared in merchandise dressed as characters from the show. Sanrio said late Wednesday that it had terminated the collaboration after determining the show "contained elements inconsistent with Sanrio's core values."
A Character Built on Harmony, Caught in a Dispute
"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 said in its statement. "We take the feedback we have received regarding this incident very seriously. Moving forward, we will strengthen our review processes for all future collaborative projects."
China's state-run Global Times had taken direct aim at the company on Wednesday, arguing the character "should not dance with Japan's right wing" and warning that Sanrio "stands to lose far more than short-term sales" by associating with content it characterized as anti-China. A spokesperson for China's foreign ministry said the episode should "serve as a warning to the international community and discerning people in Japan."
A Diplomatic Freeze Behind the Backlash
The row lands amid a sharp deterioration in China-Japan relations since Japanese Prime Minister Sanae Takaichi told parliament last November that Japan would consider activating its self-defense force if China attacked Taiwan — remarks that triggered a diplomatic firestorm and prompted Beijing to restrict rare earth exports, curb tourism to Japan and reclaim loaned pandas. Takaichi told parliament earlier this month that she had recorded episodes of Vivant and planned to watch them over the year-end holidays, a comment Chinese commentators seized on as evidence of the show's political undertones.
Hello Kitty is not the only global icon to face pressure from Chinese consumers and state media this week: French footballer Kylian Mbappe was dropped by several Chinese sponsors over comments comparing himself to Mao Zedong, which he has since apologized for. The parallel controversies illustrate how quickly international entertainment and sports figures can become proxies in the broader China-Japan tension, regardless of how tangential their own connection to it may be.