Biashara · Character licensingSanrio VIVANT deal ends after China backlash over torture scenesImeandikwa 29 Oktoba 2026, 10:26 UTCTazamaNakala ya maneno0:07Sanrio has pulled Hello Kitty from its partnership with the spy drama Vath.0:11The company is ending the merchandise collaboration and every related future project0:14and promotion after criticism in China.0:16Related product pages have disappeared from TBS's online shop.0:20What happens to customers' orders now?0:22And how far does this decision reach into the television production?0:25Hello, Kitty!0:25My Melody in Cinemoral appeared on merchandise dressed as characters from the drama.0:29TBS's official online shop sold plush toys and other collaboration goods.0:33Sanrio's decision cuts those internationally recognizable characters' commercial0:37ties to the series.0:38Vivan's second season began in July2026 and airs on TBS on Sundays at nine in the0:43evening.0:43The original season aired in two thousand and twenty-three.0:46It followed a Japanese salary man drawn into international crime and espionage in a0:50fictional Central Asian country.0:52Chinese state television criticized the torture scenes on October twenty-five.0:56Sanrio's Chinese subsidiary announced cancellation on Weibo the evening of October1:00twenty-eight.1:01Japanese headquarters followed on October twenty nine, confirming the end of the1:05whole collaboration.1:06The disputed scenes show Chinese intelligence agents cutting a Japanese operative's1:10fingers and piercing his abdomen.1:12Chinese state television accused the drama of reversing right and wrong,1:16deliberately smearing China and glorifying Japanese operations abroad.1:19The criticism targeted scenes from the newer season.1:22Chinese state outlets argued that the fictional agents' methods closely resembled1:26atrocities Japanese troops committed against Chinese people.1:28They accused the production of distorting wartime history.1:31That accusation carried the dispute beyond entertainment and into the country's1:35historical grievances.1:36The pressure soon reached Sanrio's customers and business in China.1:39An October twenty-eight state media editorial argued that a company benefiting from1:43the Chinese market should show respect through its decisions.1:46It warned that the association could damage customer trust and the emotional bond1:50built over years.1:51The editorial cast Hello Kitty's Association with the drama as support for Japan's1:55right wing.1:56It described the production as anti-China and threatened a cost beyond immediate2:00sales.2:01Sanrio's Chinese subsidiary announced the cancellation hours later.2:04The editorial also put a financial figure behind that pressure.2:07It pointed to Sanrio's growing business in China to argue that the company had a2:11commercial reason to act.2:12The money it invoked covered the wider China business over half a year.2:16The editorial cited seven hundred and eighty one million yuan in first half China2:20revenue about eighteen point five billion yen with growth above forty percent.2:24Those are figures the editorial invoked for Sanrio's China business.2:28Sanrio hasn't disclosed the financial cost of ending this partnership.2:31Sanrio explained its decision through its own values.2:34It apologized for causing concern and said it had received a range of opinions about2:38the merchandise.2:39Its Japanese headquarters notice then committed the company to ending the current2:42work, future developments, and promotional activities together.2:45Sanrio said the collaboration's content conflicted with its corporate philosophy.2:49The company emphasized care and connection and its goal of harmony among all people.2:53Its notice also invoked the vision: one world connecting smiles.2:58TBS defended the drama's fictional intent.3:00At his regular press conference on October twenty-eight, network president Masumin3:04Ryuho addressed the controversy.3:06He said TBS didn't intend to provoke confrontation between countries or endorse3:10force or violence.3:11Roho said the drama was completely fictional and denied any intention of disparaging3:15any particular country.3:16He defended the interrogation scene as necessary to the drama, while acknowledging3:21that viewers' discomfort or fear required careful consideration.3:24Mizato Sakai leads the cast alongside Hiroshi Abe, Kazunari Ninomiya, Fumi Nikaido,3:29and Tori Matsuzaka.3:31Vivant continues to air.3:32Sanrio's decision ends the character partnership and its promotions.3:36China's foreign ministry added political weight on October29 .3:39A spokesperson said the incident should serve as a warning to the international3:43community and discerning people in Japan.3:45For customers, Sanryo hasn't explained what will happen to remaining stock or3:49existing orders, including refunds.3:51The company says it's carrying out the necessary measures promptly, but hasn't given3:55a completion deadline.3:56It has also promised stronger checks on future collaboration proposals before4:00attaching its characters to another partnership.Soma makalaMfuatano wa matukio ya habariHeyDex
