Sanrio ends Vivant collaboration after backlash in China

Japanese character company Sanrio, the owner of global intellectual property franchises including Hello Kitty, Cinnamoroll, and My Melody, has terminated a collaboration with Japanese television drama Vivant after the partnership triggered criticism on Chinese social media.

Sanrio's official Weibo account announced on Oct 28 that it ended the Vivant × Sanrio collaboration and apologized for the concerns caused by the project.

The company said it had received feedback from multiple parties regarding the co-branded merchandise in recent days. After review, Sanrio determined that some content associated with the collaboration was inconsistent with its corporate philosophy and decided to suspend both the current partnership and related future promotional activities.

"Sanrio will further strengthen its review mechanisms when launching collaboration projects," the company said in the statement.

The backlash was linked to criticism surrounding Vivant, a Japanese drama that has sparked strong reactions among Chinese viewers, with some accusing the series of a negative portrayal of the country and promoting a "China threat" narrative.

The incident highlights the growing reputational risks global consumer brands face when managing intellectual property collaborations across markets — particularly in China — where cultural sensitivity and brand values have become increasingly important factors influencing consumer sentiment.

China remains a strategically important market for Sanrio. In the first half of 2026, Sanrio China generated revenue of 781 million yuan ($117 million), representing year-on-year growth of more than 40 percent. The company has previously expressed ambitions to develop the next Cinnamoroll-level character IP from the Chinese market.