Hello Kitty firm Sanrio apologises and scraps its tie-up with Japanese spy drama Vivant after Chinese state media backlash
Sanrio's Hello Kitty character, whose maker cut ties with Netflix drama 'Vivant' after China's Global Times warned the cat "should not dance with Japan's right wing.The Netflix thriller Vivant, which Japanese PM Sanae Takaichi told parliament she had recorded and planned to watch over the year-end holidays, deepening Beijing's fury at the show.
Chinese state media had spent days denouncing the spy thriller Vivant — accusing it of depicting Chinese agents committing torture methods that in reality Japanese troops inflicted on Chinese civilians during World War Two. Sanrio's Chinese Weibo account issued the apology and announced the cancellation of all remaining projects and promotional campaigns with TBS's show.
Japanese PM Sanae Takaichi inflamed tensions further by telling parliament she had recorded Vivant episodes to watch over the holidays.
The Global Times declared Hello Kitty 'should not dance with Japan's right wing', warning Sanrio 'stands to lose far more than short-term sales'.
The cancellation follows Beijing pressuring Tokyo on multiple fronts since late 2025, including restricting rare earth exports and reclaiming its pandas from Japan.
