Sanrio, the Japanese company best known for creating Hello Kitty, said it has cut a merchandise tie-up with television series Vivant and issued an apology after the collaboration attracted criticism from audiences in China.
The company confirmed it would discontinue the range of items linked to the Japanese spy drama. Sanrio said it regretted the situation and apologised to those who were upset by the products, without offering further detail on the precise nature of the complaints.
Vivant, a recent Japanese television series that mixes elements of espionage and drama, had been the subject of a branded merchandise release produced under licence by Sanrio. The tie-in prompted backlash on Chinese social media, leading to pressure on the company to respond.
The decision highlights the sensitivities international brands can face when cultural or political concerns prompt strong reactions in major markets. Companies that collaborate with entertainment properties often find themselves managing unpredictable public responses, and Sanrio’s move reflects an effort to address consumer sentiment swiftly.
Observers say such incidents underscore the challenges for global media and merchandising partnerships operating across different national audiences. Sanrio did not say whether similar collaborations would be reconsidered in future or provide details on how it would handle comparable situations going forward.