Hello Kitty Owner Sanrio Cuts Ties With Japanese TV Series Amid China Backlash

Sanrio, the Japanese company behind the global pop culture phenomenon Hello Kitty, has issued a public apology and severed its commercial ties with a popular Japanese television series following intense backlash from state media and internet users in China who condemned the show for alleged deliberate defamation.

According to reports from British media, Sanrio announced via the Chinese social media platform Weibo that it decided to terminate its partnership with the Netflix-distributed thriller series "Vivant" after concluding that the production contained elements misaligned with the company's core corporate values.

Produced by Japan's TBS network, the espionage drama's second season stars actor Masato Sakai as a businessman entangled in international crime and intelligence networks. The controversy erupted after Chinese state media fiercely criticized a scene depicting Chinese agents using ruthless violence to torture members of a secret Japanese military unit, labeling the portrayal as intentional defamation against Beijing.

Chinese media outlets noted that certain torture methods depicted in the broadcast bore striking similarities to atrocities committed by invading Japanese forces against Chinese civilians during World War II. The state-run tabloid Global Times argued that the scenes distorted historical truth by attributing such brutality to modern Chinese characters.

In its official statement, Sanrio emphasized its foundational philosophy of fostering harmony and global connection, noting that it takes the public feedback seriously and will strengthen oversight for future collaborative projects. The diplomatic friction unfolds amid broader geopolitical tensions between Tokyo and Beijing, while China remains a vital market for Sanrio, accounting for approximately $117 million in revenue during the first half of the year.