China-Japan Vivant cultural backlash and Sanrio fallout

Description Chinese official and state-media criticism of Japan’s Vivant spy drama is creating corporate and diplomatic fallout after Sanrio ended a promotional tie-up. Overview Chinese state media and viewers criticized Vivant over depictions of Chinese characters and wartime history, prompting Sanrio to end its promotional partnership and apologize. China Central Television demanded that TBS suspend the drama and apologize, rejecting the network’s defense that the show is fictional. China’s Foreign Ministry then warned the public to remain alert to Japanese cultural products it said could defame China. Why it matters The dispute affects Sanrio, TBS, Chinese audiences, Japanese media firms and consumer brands exposed to cultural and geopolitical backlash in China. Key details • Sanrio owns Hello Kitty and ended its Vivant merchandise and marketing collaboration. • CCTV called TBS’s fictional-defense position an evasion. • Foreign Ministry spokesperson Guo Jiakun addressed the controversy at a Beijing press briefing. • The backlash centered on portrayals linked by critics to wartime history.