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2h ago

Sanrio Cancels Hello Kitty Tie-Up After China Backlash

Chinese social and state media outcry led to an apology from Sanrio’s China arm and the termination of the promotion, highlighting how heavy sales exposure in China can force rapid corporate reversals.

A display of Hello Kitty figures forms part of 'Cute', an exhibition exploring the idea of cuteness in contemporary culture, at Somerset House in London, Britain February 5, 2024. REUTERS/Toby Melville/File Photo
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The Japanese TV drama series Vivant has drawn strong public criticism in China, including from state broadcaster CCTV, which accused the show of distorting history and “deliberately smearing” Beijing. Photo: TBS
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Overview

  • Sanrio’s Chinese subsidiary said it had apologised for causing concern and has terminated its collaboration and all related promotions tied to the Japanese TV spy drama VIVANT.
  • The merchandise at issue included Hello Kitty and other Sanrio characters dressed as spies from the show, which drew days of criticism on Chinese social platforms and condemnations in state-run outlets.
  • TBS, the Japanese broadcaster that produces VIVANT, defended the series as entirely fictional and said it had no intention of disparaging any specific country.
  • Sanrio is commercially exposed to China, reporting 9.8 billion yen in sales there in the first quarter, which helps explain the swift decision to pull the tie-up.
  • The episode follows recent rapid sponsor and brand withdrawals in China and comes against rising China–Japan tensions, signalling that state-amplified public outrage can quickly translate into economic pressure on foreign firms.