Sanrio Cuts Vivant Tie-Up After Chinese Media Backlash

By Amara Osei

Sanrio said on Weibo that it had ended its commercial tie-up with Netflix’s Vivant after Chinese state media and netizens condemned what they called the show’s “deliberate smears” against China. Chinese media put Sanrio’s first-half revenue from China at 781 million yuan ($117 million), up more than 40% year over year.

The Tokyo-based company is the Japanese firm behind the successful Hello Kitty franchise, whose characters are popular around the world. In Netflix’s popular spy thriller Vivant, Masato Sakai plays a salaryman drawn into international crime and espionage. Japan’s TBS network produced the second season.

What triggered the backlash?

The backlash began this week as Chinese state media blasted the second season’s portrayal of Chinese agents. State media said the show portrayed Chinese agents using “ruthless violence” to torture members of a secret unit of Japan’s self-defence forces.

The outlets called the depiction a “deliberate smear” against Beijing. Chinese media also said some methods resembled those Japanese troops used against Chinese civilians during the second world war.

The state-run tabloid Global Times said the acts shown “bear striking similarities to the torture inflicted on Chinese nationals by invading Japanese troops” during the war. Global Times added that the drama “distorts the truth by attributing these atrocities to modern Chinese characters.”

In the 4 October episode, a Chinese agent cut off the fingers of a Japanese intelligence officer and stabbed him in the abdomen. The scene drove the criticism that preceded Sanrio’s decision to end its commercial association with the Netflix series.

What did Sanrio say?

Sanrio apologized and said in a Weibo post that it had ended the association after concluding Vivant “contained elements inconsistent with Sanrio’s core values.” The company said it would strengthen review processes for all future collaborative projects. Its full statement read:

“Since its inception, Sanrio has consistently used its characters to convey values such as care and connection, and remains committed to its corporate philosophy of fostering harmony among all people. We take the feedback we have received regarding this incident very seriously. Moving forward, we will strengthen our review processes for all future collaborative projects.”

The statement linked the decision to Sanrio’s long-standing use of characters to promote “care and connection.” Sanrio also said it remained committed to fostering “harmony among all people.” The company’s China revenue grew more than 40% year over year, according to Chinese media.

Why does China matter to Sanrio?

Chinese media described China as a crucial overseas market for Sanrio. The company’s character roster includes My Melody and Cinnamoroll, both featured in Vivant-themed merchandise. The exposure linked a global character business with a series caught in a diplomatic dispute between Beijing and Tokyo.

The first season avoided the controversy. Its story was set in a fictional Central Asian country. The second season arrived as relations between Beijing and Tokyo grew increasingly fractious. That timing made the show’s Chinese characters and wartime references part of the broader diplomatic dispute.

Japan’s conservative prime minister, Sanae Takaichi, set off a diplomatic row in November last year. She told MPs that a Chinese attack on Taiwan could trigger deployment of Japan’s self-defence forces if the conflict posed an existential threat to Japan.

Takaichi said earlier this month that she had recorded episodes of Vivant. She hoped to watch them over the year-end and new year holidays.

What does the backlash signal?

The criticism came days after several Chinese brands dropped French international footballer Kylian Mbappé. The Real Madrid forward had jokingly referred to Mao Zedong as a “dictator,” a nickname reflecting his influence on the game. Mbappé later apologized for his “ill-judged” remarks, after the brands had dropped him.

For Sanrio, China’s more than 40% first-half revenue growth makes partner review a business issue, not only a cultural one. Its promise to “strengthen our review processes” will be tested as Beijing-Tokyo tensions complicate future collaborations.

The next test is whether that promised review can prevent Vivant merchandise from becoming a larger liability. Sanrio generated 781 million yuan ($117 million) from China in the first half, according to Chinese media.