Sanrio terminates Hello Kitty merchandise line with Japanese spy drama

Japanese company Sanrio has apologized and terminated a merchandise collaboration for its characters with the Japanese television series Vivant, BBC News and Bloomberg reported. The decision followed intense backlash in China over how the popular spy thriller depicts Chinese agents. [1][4][5]

The spy series features scenes showing Chinese operatives using brutal torture tactics against a Japanese agent, BBC News reported. The controversy spread to Sanrio products after characters including Hello Kitty, My Melody, and Cinnamoroll were featured in merchandise dressed as figures from the show, according to BBC News and social media reports. [1][4][7]

Chinese state outlet Global Times published an editorial criticizing the partnership, stating that the character should not dance with Japan's right wing. BBC News reported that Sanrio ended the partnership after concluding that elements of the television show were inconsistent with the company's core values. [1][4][6]

Sanrio depicts Hello Kitty as a British anthropomorphic white cat created by Yuko Shimizu. The character forms part of a global merchandise franchise that has generated more than 80 billion dollars in sales. [8][11]