Sanrio Ends Partnership With 'Vivant' Amid Chinese Criticism

Japanese character giant Sanrio has ended its merchandise partnership with the popular TV drama 'Vivant', reportedly due to elements within the show that were inconsistent with Sanrio's core values. This decision comes after Chinese state media and social media users criticized 'Vivant' for featuring Chinese agents using brutal or ruthless violence towards a Japanese operative in the show's second season.

The controversy arose following the airing of the second season of 'Vivant', which reportedly included scenes where Chinese agents tortured a Japanese spy. These depictions were met with disapproval from both Chinese state media and the general public, leading to widespread criticism directed at Sanrio for collaborating with what was perceived as 'anti-China content'.

Sanrio's decision to end the partnership is particularly noteworthy given the significant economic ties between China and Japan. China is a crucial market for Sanrio, generating 781 million yuan in revenue for the company in the first half of 2026. This makes the loss of this partnership potentially impactful for Sanrio's financial performance.

The timing of the controversy also coincides with a low point in China-Japan relations, following comments made by Japanese Prime Minister Sanae Takaichi regarding Taiwan. These political tensions likely contributed to the heightened sensitivity around cultural representations in media.

In contrast to the second season, the first season of 'Vivant' did not generate similar controversy, highlighting the specific nature of the backlash related to the depiction of Chinese agents in the later episodes.

What we know

• Sanrio ended its merchandise partnership with 'Vivant'. ¹³
• Chinese state media and social media users criticized 'Vivant' for depicting Chinese agents using brutal or ruthless violence on a Japanese operative. ¹³
• Sanrio stated it terminated the collaboration due to elements inconsistent with its core values. ¹
• The second season of 'Vivant' featured Chinese agents torturing a Japanese spy. ¹
• China-Japan relations reached their lowest point in years following comments by Japanese Prime Minister Sanae Takaichi on Taiwan. ¹
• China is a significant market for Sanrio, generating 781 million yuan in revenue for the company in the first half of 2026. ³

What remains unclear

• The exact nature of the 'elements inconsistent with Sanrio's core values' that led to the termination of the partnership. ¹