Story perspectives

Sanrio Ends Vivant Merch Deal After Chinese Backlash

By Drooid · Oct 29, 2026 · How we work

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Summary

Sanrio Co. terminated its Vivant merchandise collaboration after Chinese backlash.
Sanrio's Chinese subsidiary apologized on Weibo on Oct 28, saying the content conflicted with its corporate philosophy.
Vivant’s second season shows a fictional Chinese agency torturing a Japanese spy, prompting state media to label it a smear.
TBS President Masamine Ryuho said the series is fictional and does not intend to disparage any country.

History

In August-September 2012, the Senkaku/Diaoyu dispute sparked anti-Japanese protests in over 100 Chinese cities, with violent boycotts that hit Japanese brands and factories. The unrest, driven by memories of the 1931 Mukden Incident, showed how nationalist sentiment can pressure foreign firms. Today, Chinese netizens’ backlash against Sanrio-Vivant echoes that 2012 pattern.

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In August-September 2012, the Senkaku/Diaoyu dispute sparked anti-Japanese protests in over 100 Chinese cities, with violent boycotts that hit Japanese brands and factories. The unrest, driven by memories of the 1931 Mukden Incident, showed how nationalist sentiment can pressure foreign firms. Today, Chinese netizens’ backlash against Sanrio-Vivant echoes that 2012 pattern.

1 / 2