Hello Kitty maker Sanrio announced on its official Japanese website on the afternoon of October 29 that it was canceling all collaborations with the Japanese television drama VIVANT and halting all related future projects and promotional activities with the controversial series.

The company said it had determined that content associated with the collaboration contained expressions inconsistent with its corporate philosophy. It acknowledged public feedback, apologized for the concern caused by the collaboration and pledged to strengthen its review procedures for future partnerships.

Sanrio, the Japanese company behind popular characters including Hello Kitty, Cinnamoroll and My Melody, has faced a strong backlash on social media over plans to launch co-branded products with VIVANT, a spy drama that vilifies China.

The announcement followed a statement issued at around 11 p.m. on October 28 by Sanrio (Shanghai) International Trading Co., Ltd., announcing its decision to end the collaboration between VIVANT and Sanrio characters and halt all follow-up projects and promotional activities.

(Cover photo: General view of a Sanrio retail store on Nanjing East Road in Shanghai, China, on October 29, 2026. /VCG)