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Sanrio Ends Partnership with Vivant Amid China Backlash

Sanrio Ends Partnership with Vivant Amid China Backlash

First seen 29 Oct 2026, 07:37 UTC • •
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ThreatCluster AI
ThreatCluster •October 29, 2026 at 09:38 UTC
  • •Sanrio ended its partnership with Vivant due to backlash from China.
  • •The show depicted violent torture methods attributed to Chinese agents, sparking outrage.
  • •Sanrio's revenue from China was significant, indicating potential financial repercussions.

Sanrio, the company behind Hello Kitty, has terminated its merchandise partnership with the Japanese TV drama Vivant following significant backlash from Chinese state media and netizens. The show, which depicts Chinese agents using brutal torture methods on a Japanese operative, was criticized for its portrayal of China, leading Sanrio to conclude that it conflicted with their core values. The backlash intensified after scenes depicting torture were compared to historical atrocities committed by Japanese troops during World War II. Sanrio emphasized its commitment to values of care and connection, stating it would strengthen review processes for future collaborations. The controversy comes at a time of heightened tensions between China and Japan, exacerbated by remarks from Japanese Prime Minister Sanae Takaichi regarding Taiwan. Sanrio's revenue from the Chinese market was reported at 781 million yuan ($117 million) in the first half of 2026, highlighting the potential financial impact of this decision.

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Timeline

2026-10-25
Chinese media criticizes Vivant
CCTV accused Vivant of creating conflict and inciting hostility with its portrayal of Chinese agents.
Straitstimes
2026-10-26
Global Times comments on backlash
The Global Times reported that the backlash against Vivant became a trending topic on Chinese social media.
Straitstimes
2026-10-29
Sanrio terminates partnership
Sanrio announced the end of its collaboration with Vivant, citing inconsistency with its core values.
Theguardian

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Common questions

What was the reason for Sanrio's decision?
Sanrio ended its partnership due to backlash over the portrayal of Chinese agents in Vivant, which was deemed inconsistent with its core values.
How did Chinese media react to Vivant?
Chinese state media criticized Vivant for its violent portrayal of Chinese agents, linking it to historical wartime atrocities.
What financial impact could this have on Sanrio?
Given Sanrio's significant revenue from the Chinese market, the termination of the partnership could lead to substantial financial repercussions.