Sanrio cuts ties to Japanese TV show

Japanese toy giant and Hello Kitty owner Sanrio has announced the termination of its collaboration with Vivant — a Japanese TV drama that also drew criticism from the Chinese Foreign Ministry on Thursday for tarnishing China's image.

The show's Season 2, produced by Japan's TV network Tokyo Broadcasting System, presents a fictional Chinese intelligence agency that captures and tortures Japanese spies.

In response, Foreign Ministry spokesman Guo Jiakun told reporters on Thursday that Beijing has taken notice of the relevant reports.

"This TV series once again exposes the persistent existence of a certain force within Japan that attempts to use cultural products to distort and smear China's image and spread anti-Chinese sentiment," he said.

This "should serve as an alert for the international community and discerning individuals within Japan", he added.

Themed on espionage, the first season of Vivant aired in 2023 and became a hit in ratings.

After the sequel began airing in July, the show has triggered widespread criticism in China for demonizing China and glorifying Japanese spy operations.

Many Chinese netizens and media commentators have slammed Sanrio's collaboration with Vivant — including toys — as betraying its corporate vision of "One World, Connecting Smiles" and its lasting public image of promoting peace and love.

The Japanese company booked sales of 9.8 billion yen ($62 million) in China in the first quarter, up almost 25 percent over the same period a year earlier, Reuters reported.

Sanrio issued an announcement in Chinese on Wednesday about terminating the collaboration with the show.

In its announcement in Japanese issued on Thursday on its official website, Sanrio said, "We have received various comments regarding the collaboration product featuring the currently airing TV drama Vivant, and we sincerely apologize for any concern this may have caused."

"We have decided that the content related to this collaboration contains expressions that do not align with Sanrio's corporate philosophy, and we have therefore decided to terminate all initiatives, future developments and promotional activities," Sanrio said.

It is currently "taking the necessary measures promptly", and it "will further strengthen our verification processes for future collaboration projects", Sanrio added.

zhangyunbi@chinadaily.com.cn