Sanrio, the Japanese company behind Hello Kitty, apologized and ended a merchandise partnership with the television show Vivant on Wednesday, Oct. 28, 2026. The decision followed criticism from Chinese state media and social media users regarding the spy thriller’s portrayal of Chinese agents. Sanrio stated the collaboration was terminated because the show contained elements inconsistent with the company's core values of care, connection, and fostering harmony.
The controversy centers on the second season of Vivant, which premiered in July. The show depicts Chinese agents using torture tactics, including stabbing a Japanese spy in the abdomen and cutting his fingers. Chinese state outlets, such as CCTV, stated these scenes "highly overlap" with historical tactics used by Japanese troops against the Chinese and accused the drama of distorting the truth. In response, Masamine Ryuho, president of the TBS network which airs the show, said on Wednesday that the program is fictional and not intended to disparage any country.
The merchandise in question featured Sanrio characters like Hello Kitty, My Melody, and Cinnamoroll dressed as characters from the show. The backlash occurred amid a period of heightened diplomatic tension between China and Japan. Tensions increased following comments by Japanese Prime Minister Sanae Takaichi in November 2025 regarding Taiwan, which led to Chinese restrictions on rare earth exports and tourism. Takaichi recently mentioned in parliament that she had recorded episodes of Vivant and intended to watch them during the year-end holidays.
The incident highlights the increasing pressure on international corporations to navigate regional political sensitivities. By withdrawing the products, Sanrio is attempting to protect its broader market share in China. The company announced it will strengthen review processes for all future collaborative projects to avoid similar incidents.
The fallout also follows a broader trend of brand distancing in the Chinese market. Earlier in the same week, several Chinese brands ended their associations with French footballer Kylian Mbappé following his comments regarding former Chinese leader Mao Zedong. For Sanrio, the policy change involving the review of future collaborations is effective immediately as of late October 2026.