Sanrio scraps all Vivant ties after China backlash — SkimNews
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- Sanrio apologized and ended its Vivant collaboration after Chinese state media and Weibo users accused the Japanese spy drama of distorting wartime history and backing a right-wing narrative.
- Sanrio said Vivant contained “expressions inconsistent with Sanrio’s corporate philosophy,” halted all collaborations with the show and pledged stronger review procedures for future projects.
- CCTV, the People’s Daily and the Global Times intensified criticism over the past week, accusing scenes of attributing atrocities committed by Japanese forces to Chinese people.
- Global Times said on Oct. 29 that “Hello Kitty should not dance with Japan’s right wing,” and the Sanrio cancellation became the top-trending item on Weibo that day.
- Hello Kitty and My Melody merchandise dressed as Vivant characters had already been released before Sanrio scrapped the tie-up.
- China accounted for about 40% of Sanrio’s overseas sales and roughly a quarter of operating profit; Sanrio’s sales there jumped 83% in the fiscal year ended March, versus 37% across its broader overseas business.
Why it matters: Sanrio is tightening collaboration review procedures after withdrawing the Vivant campaign, but the business stake is substantial: China accounts for about 40% of overseas sales and roughly a quarter of operating profit, following 83% sales growth in the fiscal year ended March. The controversy therefore reaches well beyond one television tie-up.
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