Hello Kitty maker Sanrio has come under fire in China over its collaboration with Japanese TV drama VIVANT.The partnership involved a range of soft toys, including Hello Kitty and other characters dressed as spies from the show. However, its storyline, which depicts a fictional Chinese intelligence agency capturing and torturing Japanese spies, upset Chinese audiences.Criticism grew on social media over several days, with Chinese state media also speaking out against the collaboration. Sanrio’s Chinese subsidiary eventually announced that it was ending the partnership and all related promotional activities.The incident highlights the challenges foreign companies face in China’s lucrative market, where brand associations and public statements can trigger strong reactions. French football star Kylian Mbappe recently faced a similar backlash after remarks about late Chinese leader Mao Zedong prompted several Chinese sponsors to cut ties with him.
What was the Sanrio-VIVANT collaboration?
VIVANT is a Japanese television drama produced by broadcaster TBS and also available on Netflix. The show revolves around Japanese spies and a terrorist organisation called Tent.Its latest season, which is currently being aired, features a fictional Chinese intelligence agency capturing and torturing some of the Japanese spies. This storyline became a point of contention among Chinese audiences following Sanrio’s merchandise collaboration.Sanrio’s Chinese subsidiary apologised for the controversy and said the partnership did not align with the group’s corporate philosophy.“We deeply apologize for the concern this has caused everyone,” Sanrio’s Chinese subsidiary said in a statement.“Regarding this collaboration, we believe it contains expressions that are inconsistent with the corporate philosophy of the Sanrio Group. We have therefore decided to terminate this collaboration along with all subsequent projects and promotional activities.”TBS did not immediately comment on the cancellation.TBS President Masamine Ryuho said at a regular press conference on Wednesday that the drama is “entirely fictional and has no intention of disparaging any specific country”, local media reported.
Why are Japanese companies facing challenges in China?
The controversy comes amid strained relations between China and Japan.Tensions increased after Japanese Prime Minister Sanae Takaichi said late last year that a hypothetical Chinese attack on democratically ruled Taiwan could trigger a military response from Tokyo.China has since urged its citizens not to travel to Japan and throttled exports of rare earths to the country. These minerals are important for manufacturing products ranging from cars to weapons.Despite the tensions, Japanese companies, including Sanrio, continue to rely on China for sales.Sanrio recorded sales of 9.8 billion yen ($62 million) in China in the first quarter, almost 25% higher than in the same period a year earlier.Several international companies have faced criticism in China over advertisements and comments. In 2018, Dolce & Gabbana cancelled a fashion show in Shanghai after advertisements showed a Chinese woman struggling to eat pizza and spaghetti with chopsticks.In 2021, H&M, Nike and Adidas also faced criticism over comments about labour conditions in Xinjiang. The recent incidents involving Sanrio and Mbappe are further examples of the challenges foreign companies and celebrities face while operating in the Chinese market.
