Sanrio ends Vivant drama partnership following Chinese backlash

Sanrio Co Ltd announced the decision to withdraw from its partnership with the NTV drama series on Wednesday, citing concerns raised by Chinese audiences and media outlets. The move represents a significant corporate response to geopolitical sensitivities surrounding Japan's historical narratives.

Vivant, a popular Japanese drama that aired earlier this year, drew criticism from Chinese viewers who objected to certain depictions related to Japan's wartime conduct. The controversy intensified on social media platforms across China, prompting calls for boycotts of associated brands and products.

Sanrio, best known internationally for its Hello Kitty character and extensive merchandise portfolio, had previously collaborated with the drama series through promotional campaigns. The company's decision to sever ties reflects the growing commercial risks companies face when navigating historical grievances between East Asian nations.

The incident underscores the complex business environment facing Japanese entertainment and consumer goods companies operating in Chinese markets, where sensitivities about wartime history remain deeply entrenched. Similar controversies have previously affected major Japanese brands seeking to maintain market access and brand reputation in China.

Neither Sanrio nor the drama's producers issued detailed public statements explaining the specific historical concerns that prompted the partnership's termination.