“Was Sanrio Afraid of a Boycott?” Japanese Sanrio Halts Drama Collaboration Amid Chinese Backlash

"Move Suspected to Be a Response to Chinese Criticism and Boycott Calls"
Related Search Term Tops Social Media Rankings... Controversy Widens
"If It Values the Chinese Market, It Should Put Respect Into Action"

Japanese character company Sanrio, known for “Hello Kitty” and “Kuromi,” said it had withdrawn plans to launch merchandise in collaboration with the Japanese TBS drama “VIVANT,” which portrays China negatively. The move is being interpreted as a response to criticism from Chinese state media and internet users, as well as calls for a boycott.

On October 28, Sanrio posted a statement on Hello Kitty’s official Weibo account, the Chinese equivalent of X, saying, “We determined that the content of this collaboration included expressions that do not align with the Sanrio Group’s values. Accordingly, we have decided to discontinue the collaboration and all related follow-up projects and promotional activities.”

Sanrio said it had withdrawn plans to release collaboration products with the Japanese TBS drama VIVANT, which portrays China negatively, but the controversy has not subsided. Sanrio's official social media account.

It added, “Since its founding, Sanrio has consistently conveyed values such as compassion and connection through its characters and has strived to put into practice its corporate philosophy of enabling everyone to live together in harmony. In connection with this incident, we will listen carefully to and take seriously the views of people from all sectors.” It also said, “We will further strengthen our review process for future collaborations.”

Controversy sparked by Season 2 of Japanese drama “VIVANT”

Sanrio said it had scrapped plans to launch collaboration products with the Japanese TBS drama “VIVANT,” which portrays China negatively, but the controversy has not died down. Screenshot from Sanrio’s official website.

The controversy began with the recently aired second season of the Japanese drama “VIVANT.” The series follows an intelligence operative in Bepan, a covert organization whose existence is not acknowledged by Japan’s Ministry of Defense, as the operative takes down foreign forces threatening Japan’s national security. In particular, Season 2 sparked controversy by portraying “Shinshi,” a fictional Chinese intelligence agency, as an enemy force. The drama has also faced criticism in Japan for its strong nationalist overtones, but the backlash in China has been even more intense.

China Central Television (CCTV) reported that the drama “portrays Chinese people as cruel perpetrators, showing scenes in which Chinese spies torture members of Japan’s Bepan organization by cutting off their fingers or stabbing them in the abdomen.” It added, “This resembles the torture inflicted by the Japanese military during its invasion of China and deliberately stokes hostility.” The phrase “Japanese drama VIVANT slanders China” also topped Weibo’s real-time search rankings.

Some analysts say the drama may reflect mutual resentment between the societies and political circles of the two countries, as China-Japan relations have grown strained amid remarks last year by Japanese Prime Minister Sanae Takaichi suggesting Japan could intervene in the event of a Taiwan contingency.

Chinese media: “Sanrio’s sales rose 40% year over year... It must put respect into action”

Sanrio said it had withdrawn plans to launch a collaboration product with VIVANT, a Japanese TBS drama that portrays China negatively, but the controversy has not subsided. Baidu China.

On October 29, Chinese state-run newspaper Global Times argued in a commentary titled “Hello Kitty Should Not Dance Along With the Japanese Right Wing” that “China is a very important overseas market for Sanrio, and the company’s sales in China in the first half of 2026 rose 40% year over year to 781 million yuan (approximately 156 billion won).” It added, “If Sanrio values the Chinese market, it must put respect into action.”

Global Times also cited the case of Japanese streetwear brand WEGO, which faced a backlash in China after attempting to release apparel in collaboration with the anime “My Hero Academia.” The anime sparked controversy in 2020 when it named a villain character who conducted human experiments “Shiga Maruta.” “Maruta” was a term used by Japan’s Unit 731 to refer to human subjects for biological experiments.

Dashang News noted that “Sanrio’s apology can only be seen on its Chinese account and cannot be found on the Japanese headquarters’ website or its Japanese social media accounts,” adding that “the collaborative products are still openly being sold on resale platforms.” Local media and internet users have consequently questioned whether Sanrio’s statement is merely a formality intended to appease Chinese consumers.

This content was produced with the assistance of AI translation services.