Sanrio terminates deal with Japanese drama after Chinese backlash

Japanese drama Vivant faces allegations of inciting anti-China sentiments leading Japanese company Sanrio to terminate its joint merchandise collaboration and issue an official apology.

An article published by Global Times on Wednesday pointed out the Joint merchandise, including Hello Kitty and My Melody plush toys dressed as intelligence agents from the show, promoted an anti-China narrative.

State media argued Sanrio's collaboration with the drama had suggestive Japanese right-wing elements.

Sanrio later posted an apology on Weibo, acknowledging the joint content contained expressions inconsistent with its corporate philosophy.

The company decided to stop all product collaborations, promotional activities, and future projects with the drama.

Meanwhile, the a Foreign Ministry spokesperson in Beijing stated "forces" in Japan were trying to use "cultural products" to incite anti-China sentiments.