Sanrio, the company behind Hello Kitty, has cut ties with the Japanese TV drama Vivant due to backlash from China over the show's portrayal of Chinese agents. The company apologized for its association with the show, stating that it contained elements inconsistent with Sanrio's core values. This decision comes after Chinese state media and netizens condemned the show's depiction of ruthless Chinese agents, calling it a deliberate smear against their country.
According to reports, Sanrio earns significant revenue from China, with $117m in revenue reported. The public outcry led to Sanrio ending its commercial tie-up with the show, with the company announcing that it will strengthen its review processes to prevent similar incidents in the future.
The incident highlights the sensitivity of China-Japan relations, which have reportedly plunged to a low point. Sanrio's decision to cut ties with Vivant is seen as a response to the growing criticism and pressure from Chinese authorities and netizens.
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