Sanrio ends Hello Kitty merchandise deal with Japanese spy drama after China backlash

Sanrio has ended its merchandise partnership with Japanese spy drama *Vivant* and apologised after the collaboration drew criticism in China over the show’s depiction of Chinese agents torturing a Japanese operative.

The company said it had terminated the partnership because it found elements of the show “inconsistent with Sanrio’s core values”. It said it would strengthen its review process for future collaborations.

Hello Kitty and other Sanrio characters, including My Melody and Cinnamoroll, appeared on merchandise dressed as characters from the series. Chinese state media and social media users criticised the collaboration, with state-run *Global Times* warning Sanrio against associating its characters with what it called “anti-China content”.

*Vivant*’s second season, which premiered in July, depicts Chinese agents torturing a Japanese spy. Chinese state outlets, including CCTV, said the methods resembled those historically used by Japanese troops against China and accused the drama of distorting history.

The show’s network president, Masamine Ryuho, said it was entirely fictional and was not intended to disparage any country. Japanese Prime Minister Sanae Takaichi has said she plans to watch recorded episodes over the year-end holidays.

The dispute comes amid worsening relations between China and Japan. Takaichi’s comments last November about how Japan might respond to a Chinese attack on Taiwan triggered a diplomatic backlash from Beijing.