Hello Kitty owner Sanrio scraps Japanese TV show Vivant deal over China backlash

In an official statement released late on Wednesday evening, the company acknowledged that the Japanese spy drama contained content that “does not align with the Sanrio Group’s corporate philosophy”.

The controversial series includes scenes depicting Chinese intelligence agents torturing Japanese operatives, prompting China’s state broadcaster CCTV to accuse the show of distorting history and “deliberately smearing” Beijing.

In its statement, Sanrio confirmed that it was ceasing the current collaboration with Vivant – which premiered in 2023 and opened its second season in July – along with all related future projects and promotional campaigns.