Sanrio ends ‘Vivant’ collaboration after protest by China’s state media

A display of Hello Kitty character soft toys. China's state-run Global Times published a commentary Wednesday arguing that partnering with a Japanese TV show the newspaper accuses of distorting wartime history and promoting hostility toward China conflicts with Sanrio’s image of friendship and harmony. | REUTERS

Oct 29, 2026

Sanrio confirmed Thursday that it is ending a merchandise collaboration with Japanese spy drama “Vivant” after Chinese state media accused the hit television series of vilifying China.

A day earlier, Sanrio (Shanghai) International Trade, a subsidiary of the Japanese company behind the popular Hello Kitty and My Melody characters, issued an apology on Hello Kitty’s official Weibo account.

“We deeply apologize for the concerns this has caused,” the company said, adding that the collaboration content included “expressions inconsistent with the Sanrio Group’s corporate philosophy.”

In a time of both misinformation and too much information,
quality journalism is more crucial than ever.
By subscribing, you can help us get the story right.

SUBSCRIBE NOW