Sanrio Terminates Vivant Collaboration Due to China Backlash

• Sanrio, owner of Hello Kitty, terminated its collaboration with Japanese TV show Vivant.
• The decision followed strong public criticism in China over the show's content.
• Sanrio issued an official statement acknowledging the content did not align with their brand.
• The spy drama drew criticism for its portrayal of wartime history.
• Sanrio apologized for the collaboration.