Beijing has intensified its campaign against Japan, expanding its criticism from trade and tourism to cultural portrayals, with the latest target being a popular Japanese television drama. The Chinese government has openly condemned the series "Vivant," which depicts Japanese spies involved in covert operations to protect their country from international threats.
"Vivant," which blends elements reminiscent of American spy dramas such as "24" and "Homeland," centers around a fictional intelligence unit called Beppan. The show’s second season, which premiered in July, portrays Chinese intelligence operatives—represented by the fictional agency Xinxi—as antagonists, including scenes that depict alleged torture of Japanese operatives by Chinese agents. In contrast, the first season did not explicitly identify the enemy state.
China’s Foreign Ministry spokesperson Guo Jiakun stated that the series reflects an attempt within Japan to use cultural products to undermine China and propagate negative sentiments. The criticism escalated following comments made last year by Japanese Prime Minister Sanae Takaichi, who suggested that Japan might intervene militarily should China attack Taiwan. Beijing views Taiwan as part of its territory and strongly opposed such remarks, declaring they crossed a “red line” and demanding a retraction.
The backlash against "Vivant" intensified after China Central Television, the state-run broadcaster, condemned the series on social media. This response influenced corporate decisions as well; Sanrio, the Japanese company behind Hello Kitty, announced it was terminating a merchandise partnership linked to the show. Citing a misalignment with its corporate philosophy, Sanrio noted China's significance as one of its fastest-growing markets, having nearly doubled its revenue there to about $200 million in the fiscal year ending in March.
TBS, the network airing "Vivant," has defended the program, emphasizing its fictional nature and denying any intent to disparage China. Masamine Ryuho, TBS president, stated that the show does not degrade any specific country.
China’s opposition to the drama forms part of a broader pattern of increasing diplomatic pressure on Japan since Ms. Takaichi’s Taiwan remarks. Beijing has curtailed exports of rare earth minerals to Japan, discouraged Chinese tourism to the country, and escalated military patrols in waters near Japan. The Chinese government has also criticized Ms. Takaichi’s efforts to strengthen the Japanese military, accusing Japan of reviving militaristic tendencies from the World War II era.
Ms. Takaichi, known for her critical stance on China, expressed support for "Vivant" before the recent wave of Chinese propaganda measures, stating she follows the series closely and intended to watch its second season.
China’s scrutiny over international portrayals of itself, especially in media produced abroad, serves strategic propaganda goals. Analysts note that challenging "Vivant," a widely viewed and culturally significant show, provides Beijing with an opportunity to promote its narrative regarding Japan’s history of wartime atrocities.
William Chou, a Japan specialist at the Hudson Institute, said China targeted "Vivant" not only because of its popularity but also to reinforce government messaging. He described Beijing’s response as a calculated tactic to justify mounting tensions through what he characterized as “cognitive warfare.”