Hello Kitty maker Sanrio cuts ties with drama after China backlash

· Trade · Japan · China

Sanrio, the company behind Hello Kitty, apologised and ended its commercial tie-up with the Japanese TV spy drama "Vivant" after Chinese state media and netizens condemned the show's portrayal of Chinese agents as a "deliberate smear". It was the second incident in days to highlight the tightrope foreign firms and celebrities must walk in the lucrative Chinese market, following a separate apology over a historical controversy.

Why it matters：The episode shows how quickly nationalist backlash in China can force global brands to abandon partnerships, raising commercial risk across Asian media and licensing.

Key points

  • Sanrio ended its tie-up with the drama "Vivant".
  • Chinese state media and netizens called the portrayal of Chinese agents a "deliberate smear".
  • Sanrio apologised over the collaboration.

Sources (original reporting)

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