Sanrio Ends Hello Kitty Partnership With Japanese Drama After Chinese Backlash
Sanrio, the creator of Hello Kitty, has terminated its merchandise collaboration with the Japanese spy drama 'Vivant' following intense backlash in China. The decision follows criticism from Chinese state media and social users over the show's depiction of torture, which they argued distorted historical realities and conflicted with Sanrio's brand values. The company stated it will strengthen review processes for future partnerships to ensure alignment with its philosophy of harmony.