Economy News

Hello Kitty maker drops Japanese spy drama after Chinese backlash

Sanrio, the Japanese company behind Hello Kitty, has apologised and ended its merchandise tie-up with the Japanese TV spy drama Vivant, BBC News reports, after the product line drew criticism in China.

The Guardian says the backlash came from Chinese state media and netizens, who condemned the show's portrayal of ruthless Chinese agents as “deliberate smears” against China. Sanrio announced its decision in a post on the Chinese social media site Weibo.

“Contained elements inconsistent with Sanrio's core values.” — Sanrio, on the drama, via The Guardian

Sanrio's characters are popular around the world, the Guardian notes, and the company chose to explain its decision directly to Chinese users. The BBC's report highlights that the criticism centred on the merchandise line made with the series.

How each outlet framed it

• BBC News — a short corporate story: the apology and the end of the merchandise line.
• The Guardian — the wider pressure: how criticism from Chinese state media and online users pushed a global Japanese brand to act, and the choice to respond on Weibo.

What we don't know yet: how important Chinese sales are to Sanrio's results, whether the drama's broadcaster or other partners will respond, and whether Japanese audiences will push back against the decision. The case adds to a list of companies that have changed course after criticism in China, a market many consumer brands rely on.