Hello Kitty maker Sanrio cuts ties with TV spy show after China backlash
Sanrio has terminated its commercial tie-up with the Japanese television spy series Vivant following an intense public outcry in China. The company also issued a formal apology after Chinese state media accused the program of smearing China. The incident highlights the commercial pressures and intense scrutiny foreign brands face when operating within the lucrative Chinese market, where geopolitical tensions frequently spill over into consumer boycotts and corporate damage control.
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- ✓ Sanrio has cancelled a collaboration with a Japanese TV spy show named Vivant after facing a backlash in China.
- ✓ Sanrio issued an apology after its merchandise line with the Japanese TV series drew criticism.
- ✓ Chinese state media accused the television show of smearing China.
What changed
Sanrio officially ended its merchandise collaboration with the Japanese television spy drama Vivant and issued an apology following heavy backlash from Chinese state media and consumers.
Live updates
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Sanrio Drops TV Show Collaboration After Backlash
Sanrio has terminated its commercial tie-up with the Japanese television spy series Vivant following an intense public outcry in China. The company also issued a formal apology after Chinese state media accused the program of smearing China. The incident highlights the commercial pressures and intense scrutiny foreign brands face when operating within the lucrative Chinese market, where geopolitical tensions frequently spill over into consumer boycotts and corporate damage control.
Why it matters
The cancellation underscores the delicate balance foreign companies must maintain to protect their commercial interests in China. Brand partnerships are often derailed by political sensitivities or perceived insults from foreign entertainment media. This controversy emerged shortly after Chinese sponsors cut ties with French soccer star Kylian Mbappé over remarks regarding late Chinese leader Mao Zedong.
What is confirmed
- Sanrio has cancelled a collaboration with a Japanese TV spy show named Vivant after facing a backlash in China.
- Sanrio issued an apology after its merchandise line with the Japanese TV series drew criticism.
- Chinese state media accused the television show of smearing China.
What to watch next
- Any further financial or consumer fallout for Sanrio within the Chinese market
- Potential responses from other Japanese entertainment or corporate entities operating in China
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