Sanrio Ends Collaboration With Japanese Drama Vivant Over Content Concerns

Sanrio has terminated its promotional partnership with the popular Japanese television drama Vivant. The company pulled all merchandise related to the series following public criticism regarding the show’s violent content.

October 28

Sanrio Shanghai International Trading announced the cancellation of the collaboration via social media. The company stated that all planned activities linked to the drama were suspended.

October 29

Sanrio Japan issued a formal statement confirming the end of the partnership. The company apologized for any discomfort caused by the collaboration. It noted that the themes depicted in the program did not align with its corporate philosophy of connecting people through smiles.

The Controversy

The decision followed reports in Chinese state-run media that criticized the drama. These reports accused the series of slandering China and promoting theories regarding the “China threat.” The criticism specifically targeted scenes involving a fictional organization that brutally tortured members of a Japanese covert group, including a sequence involving the amputation of fingers.

Current Status

All Sanrio merchandise featuring Vivant characters has been removed from the market. The collaboration had previously featured popular Sanrio figures, such as Hello Kitty, dressed as characters from the show.

Why it matters: This incident highlights the risks global brands face when navigating political tensions and content sensitivity in international markets. For companies operating across borders, including in the Middle East where cultural and political sensitivities are high, the alignment between corporate values and partner content remains a critical reputational factor.