Hello Kitty maker ends collab with Japanese spy drama after backlash in China

Sanrio, the company behind Hello Kitty, has apologised and ended its merchandise partnership with a controversial Japanese TV show after drawing backlash in China.

Vivant, a popular spy thriller, has been widely slammed in Chinese state media and by Chinese social media users for its depiction of Chinese agents using brutal torture tactics on a Japanese operative.

The criticism has extended to the internationally beloved Hello Kitty and her friends, including My Melody and Cinnamoroll, who were featured in merchandise dressed as characters from the show.

Sanrio said it terminated its collaboration with Vivant after determining that it "contained elements inconsistent with Sanrio's core values".