Sanrio Ends Merchandise Partnership With Television Show Vivant
The company severed ties with the Japanese drama following criticism of its depiction of Chinese agents.
Updated on Oct. 29, 2026 in Television
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Sanrio terminated its merchandise collaboration with the television show Vivant after receiving public backlash from Chinese social media users and state media. The company stated that the show contained elements inconsistent with its core values.
Why it matters
The decision highlights how international corporate collaborations face increased scrutiny when pop culture content is perceived as politically sensitive or offensive in overseas markets. Sanrio now plans to implement stricter review processes for future partnerships to avoid similar conflicts.
The partnership featured popular characters including Hello Kitty, My Melody, and Cinnamoroll. The show has completed two seasons since its debut.
The players
Sanrio
This is a Japanese entertainment company best known for designing and producing merchandise featuring characters like Hello Kitty.
Vivant
This is a Japanese television drama series that has broadcast two seasons and incorporates themes involving international intelligence operatives.
Sanae Takaichi
She serves as the Prime Minister of Japan and has publicly commented on having recorded episodes of the show.
Masamine Ryuho
He is the president of TBS and has defended the fictional nature of the series against accusations of national disparagement.
The details
Critics specifically took issue with scenes in the show that portrayed Chinese agents utilizing torture tactics against a Japanese operative. While TBS president Masamine Ryuho maintained that the production is fictional and intended no disparagement toward any nation, Sanrio determined the content was no longer aligned with its corporate principles.
Timeline
The first season of the show Vivant aired in 2023.
Prime Minister Sanae Takaichi made comments on Taiwan in November 2025.
The second season of Vivant premiered in July 2026.
Sanrio officially ended the merchandise partnership in October 2026.
Industry Dynamics
This termination reflects a broader trend of media companies navigating the complexities of the global streaming landscape and political sensitivity. Sanrio's decision follows the pattern set by the 2026 international content review standards regarding cross-border cultural perceptions.
Fans of the show will no longer be able to purchase the associated Sanrio merchandise through official retail channels. Collectors should expect current merchandise to potentially fluctuate in value due to the sudden termination of the product line.
The takeaway
Brands must exercise extreme caution when navigating cross-border cultural depictions in fictional content to avoid alienating global consumer bases. Companies often find that aligning with controversial media, even accidentally, can necessitate swift damage control measures to protect brand integrity.
Further reading
For more on industry trends, visit the Television section.
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