Japanese entertainment company Sanrio has ended its merchandise partnership with the television drama VIVANT following criticism in China over the series’ depiction of Chinese intelligence operatives. The decision affects the collaboration featuring Sanrio characters, including Hello Kitty, dressed in costumes inspired by the spy thriller.
Why Sanrio cancelled the VIVANT collaboration
Sanrio’s Chinese subsidiary announced the decision after criticism spread across Chinese social media and state-run news outlets. The concerns focused on scenes in the show’s second season portraying a fictional Chinese intelligence organization using violence against Japanese operatives.
In its public response, the company apologized for the concerns raised by the collaboration and said the partnership did not align with the values it seeks to communicate through its characters. Sanrio said it would discontinue the tie-up, associated promotions and future related projects.
What the controversy is about
VIVANT is a Japanese television spy drama produced by broadcaster TBS. Its latest storyline includes a fictional intelligence conflict that Chinese commentators have criticized as an unfair portrayal of their country. The criticism intensified when merchandise depicting familiar Sanrio characters as figures from the show drew wider attention.
Chinese state media objected to the depiction of violence and questioned the suitability of a character brand associated with friendliness and harmony partnering with the drama.
How the broadcaster responded
TBS has defended the drama as a work of fiction. According to reporting on the controversy, the broadcaster’s president said the production was not intended to disparage a particular country. That distinction has not ended the public dispute over the show’s imagery.
Why the decision matters for Sanrio
China is an important market for Sanrio’s character merchandise and licensing business. The cancellation illustrates the commercial challenges international entertainment companies face when partnerships become entangled in disagreements over cultural representation and politics.
For fans, the immediate result is that the planned VIVANT character collaboration will not continue as originally planned. Details of any arrangements for customers who already placed orders should be checked through Sanrio’s official sales channels.
Sources: Reuters, October 29, 2026; AFP, October 29, 2026.