Sanrio Cuts Vivant Tie-Up After China Backlash — SkimNews
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- Sanrio apologized and halted all collaborations with the Japanese spy drama Vivant after criticism of its portrayal of wartime history.
- Sanrio said it would strengthen review procedures for future collaborations, citing “expressions inconsistent with Sanrio’s corporate philosophy.”
- CCTV, the People’s Daily and the Global Times accused Vivant of distorting Japan’s wartime aggression against China, including scenes interpreted as attributing Japanese forces’ atrocities to Chinese people.
- Global Times wrote on Oct. 29, “Hello Kitty should not dance with Japan’s right wing,” and called the series an anti-China narrative tied to Japan’s conservative right-wing administration.
- Weibo listed discussion of the cancellation as its top trending item on Oct. 29.
- Vivant merchandise featuring Hello Kitty and My Melody had already been released before the collaboration was halted.
- China recorded an 83% jump in Sanrio sales for the fiscal year ended March, versus 37% growth across the broader overseas business; it represents about 40% of overseas sales and roughly a quarter of operating profit.
Why it matters: China is not a marginal market for Sanrio: it delivered 83% sales growth in the fiscal year ended March, supplies about 40% of overseas sales and roughly a quarter of operating profit. The Vivant backlash therefore carries direct commercial weight, while Sanrio’s promised tougher review procedures change how future partnerships are vetted.
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