Hello Kitty maker Sanrio has apologised and dropped its merchandise tie-up with Japanese spy drama Vivant after a backlash in China. Sensible call, or caving to pressure?
Chinese state media accused Vivant of smearing China over scenes of a Japanese spy being tortured by a Chinese-linked group. Broadcaster TBS says the show is fiction. Sanrio said the tie-up clashed with its values and promised tighter checks on future collaborations.
What happened
Sanrio, the Japanese company behind Hello Kitty, has apologised and ended a merchandise collaboration with Vivant, a popular spy drama made by broadcaster TBS. The products showed Hello Kitty and other Sanrio characters dressed as characters from the show. Vivant's second season, which premiered in July, includes a Japanese spy being tortured by a Chinese-linked group. Sanrio said the project was inconsistent with its values, dropped all related products and promotions, and said it would strengthen reviews of future tie-ups.
Why people disagree
Backers of the decision say a brand built on care and harmony shouldn't be tied to a show that many people in a huge market find offensive, and that ending a tie-up after customer complaints is ordinary business. Critics say Vivant is fiction, that the backlash was led by Chinese state media and the foreign ministry during a diplomatic row with Japan, and that backing down invites more political pressure on entertainment.
What's still unclear
It's unclear how much Sanrio's business in China was at risk, whether other brands will now avoid Vivant, and whether the apology ends the backlash. China's foreign ministry said the episode should serve as a warning.
Sources
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