Hello Kitty company cuts ties with Japanese spy show after China outcry

By the Editorial Team · Friday, October 30, 2026

Sanrio has ended its commercial partnership with the Japanese drama Vivant after Chinese state media and online users criticized the show for portraying China negatively, including scenes of violent acts by Chinese agents. This move highlights Sanrio's effort to maintain its brand values and avoid escalating tensions amid worsening Sino-Japanese relations, especially given China's importance as a key market.

Sanrio, the Japanese company behind the globally popular Hello Kitty franchise, has ended its commercial partnership with the Japanese television drama Vivant following criticism from Chinese state media and online users. The decision came after allegations that the show depicted China in a negative light.

Vivant, produced by Japan’s TBS network, is a spy thriller featuring actor Masato Sakai as a salaryman caught in a complex web of international espionage and crime. The controversy arose with the series’ second season, which features scenes showing Chinese agents engaging in violent acts, including torture of members of Japan’s self-defense forces.

Chinese state media condemned the depiction, accusing the show of deliberate defamation of China and highlighting that some torture methods shown appeared reminiscent of those inflicted by Japanese troops on Chinese civilians during World War II. The state-run tabloid Global Times stated that the program distorted historical facts by attributing such brutalities to contemporary Chinese characters.

One notable scene from the October 4 episode includes a Chinese agent cutting off the fingers of a Japanese intelligence officer and stabbing him. The portrayal sparked an outcry on Chinese social media and in official outlets, prompting Sanrio to respond.

In a statement posted on the Chinese platform Weibo, Sanrio said it chose to sever ties with Vivant due to elements in the show that conflicted with the company’s core values. The company emphasized its longstanding commitment to promoting harmony and connection through its characters and acknowledged it would strengthen its review processes for future collaborations.

The first season of Vivant, set in a fictional Central Asian country, had not attracted similar controversy. However, the current season airs amid heightened tensions between Beijing and Tokyo. Japan's conservative Prime Minister Sanae Takaichi has contributed to diplomatic strains, particularly after remarks last year warning that a Chinese attack on Taiwan might trigger deployment of Japan’s self-defense forces if it threatened national survival. Despite the backlash, Takaichi recently stated that she recorded episodes of Vivant and planned to watch them during the holiday season.

China remains a key market for Sanrio, which markets other characters such as My Melody and Cinnamoroll. Both characters have been incorporated into Vivant-themed merchandise, underscoring the commercial implications tied to the company’s decision.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.