Hello Kitty company cuts ties with Japanese spy show after China outcry

Read the original at The Guardian ↗
Cite

Tokyo, J. M. i. (2026, October 29). Hello Kitty company cuts ties with Japanese spy show after China outcry. The Guardian. https://www.theguardian.com/world/2026/oct/29/hello-kitty-japanese-spy-show-vivant-china-outcry

Dated from the outlet's own feed. Check the original for its byline.

The Guardian · collected 2026-10-29 · by Justin McCurry in Tokyo
Content note This article describes violence described in detail.

Quick Summary

Sanrio, the Japanese company behind Hello Kitty, has ended its commercial partnership with the TV drama "Vivant" following criticism from Chinese state media and netizens over the show’s portrayal of Chinese agents using violence against Japanese characters. Sanrio cited elements inconsistent with their core values as the reason for terminating the collaboration. The controversy arose after an episode depicted a Chinese agent torturing a Japanese intelligence officer, prompting Chinese media to denounce it as a distortion of historical facts related to World War II atrocities committed by Japan against China.
Written by AI on 2026-10-29, from this article's own text only (the story summary below draws on all the coverage).

AI analysis

Story summary

Sanrio, the company behind Hello Kitty, apologized and ended its merchandise partnership with a controversial Japanese TV show called Vivant after facing backlash in China. Chinese state media and social media users criticized Vivant for depicting Chinese agents using brutal torture tactics against a Japanese operative, which they considered a smear on China's reputation. The controversy extended to Sanrio characters like Hello Kitty appearing dressed as Vivant characters in merchandise, leading Sanrio to terminate the collaboration due to elements inconsistent with its core values of care and connection. In response to the criticism, Sanrio stated it would strengthen review processes for future projects, amid strained China-Japan relations at their lowest point in a year.

Written for “Hello Kitty Ends Spy Show Collab” on 2026-10-29, grounded in this article and the 1 other(s) covering the same event.
Why this leaning score
The article's own words the score was based on. Each is quoted verbatim and was checked against the article text before being stored, so you can find it in the original.
Reading Leans left (beta estimate) Confidence high 1 quote(s) discarded as not found in the article
Leaning: leans left for article 114092 (high confidence, 1 verified quote) · logged 2026-10-29

Story

📰 Hello Kitty Ends Spy Show Collab
Entertainment · 2 article(s) covering the same event. See how they differ ↓

Compared with similar articles

This article reads leans left and hedges 13% of its claims. Each row says how that neighbour differs.
BBC News
⚖️ Leans left Hedges 1 of 21 claims Outlet record 69/100
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
15
sentences that state something as happening or true
Uncertain
13%
2 of 15 hedged ("reportedly", "may", "according to")
Leaning
Leans left
of the writing, not the subject · beta estimate
Publisher signals
66/100
The Guardian's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
2
Entertainment
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-10-29 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

The Guardian · 2648 article(s) · 6 correction(s) detected
Running correction rate · 6 correction(s)

Who wrote this

Justin McCurry in Tokyo
7 article(s) here · 1 carrying a prediction
🔮 Moving forward, we will strengthen our review processes for all future collaborative projects.”
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🔮 Japanese authorities have raided the country’s four biggest breweries over suspicions they colluded to set the price of beer and other beverages – a practice media reports said could have forced drinkers to pay over the odds.
🔮 Tsuda, 55, claimed that the 188 TikTok videos uploaded on an anonymous account between July 2024 and September last year had been narrated by a “deep” and “lustrous” voice that could only be his.
🔮 Citing a 2025 analysis by the James Martin Center for Nonproliferation Studies in the US, South Korea’s Chosun Daily said the potential 28 cascades comprising 4,592 centrifuges at the Yongbyon facility could yield about 85 kg of weapons-grade highly enriched uranium a year – enough to build three or four additional warheads.
🔮 Authorities hopes the restrictions will address concerns that residential areas are not experiencing the same improvements in safety seen on larger roads.
Also by Justin McCurry in Tokyo
Nothing else under this byline is closely related to this article, so these are simply their most recent.
All 7 articles by Justin McCurry in Tokyo →

Topics

Chinese Japan Japanese Sanrio Vivant

Subjects

Chinese NORP · 13× Japanese NORP · 6× Sanrio ORG · 6× Japan GPE · 3× Beijing GPE · 2× China GPE · 2× Tokyo GPE · 2× Vivant ORG · 2× Hello Kitty ORG · 1× Weibo ORG · 1×

Narrative

The backlash began this week when Chinese state media blasted the portrayal of Chinese agents using “ruthless violence” to torture members of a secret unit of Japan’s self-defence forces, calling it a “deliberate smear” against Beijing. Chinese media said that some of the torture methods were similar to those Japanese troops used against Chinese civilians during the second world war. The state-run tabloid Global Times said the acts shown in the episode “bear striking similarities to the torture inflicted on Chinese nationals by invading Japanese troops” during the war, adding that the drama “distorts the truth by attributing these atrocities to modern Chinese characters”.
framing: assertive · carried by 1 article(s) · first seen 2026-10-29
🔮 Moving forward, we will strengthen our review processes for all future collaborative projects.”
2026-10-29 · The Guardian
Hello Kitty company cuts ties with Japanese spy show after China outcry · assertive framing

Claims (15 extracted, 2 hedged)

The company behind the successful Hello Kitty franchise has apologised and ended its commercial tie-up with a Japanese TV drama after Chinese state media and netizens condemned the show’s “deliberate smears” against China. asserted
media → apologise → China
Sanrio, a Japanese firm whose characters are popular around the world, said in a post on the Chinese social media site Weibo that it had decided to end its association with the TV drama Vivant after concluding that it “contained elements inconsistent with Sanrio’s core values”. asserted
it → say → values
In the second season of the popular spy thriller, produced by the Japanese TBS network, Masato Sakai plays a salaryman who is drawn into a web of international crime and espionage. asserted
who → produce → crime
The backlash began this week when Chinese state media blasted the portrayal of Chinese agents using “ruthless violence” to torture members of a secret unit of Japan’s self-defence forces, calling it a “deliberate smear” against Beijing. Chinese media said that some of the torture methods were similar to those Japanese troops used against Chinese civilians during the second world war. The state-run tabloid Global Times said the acts shown in the episode “bear striking similarities to the torture inflicted on Chinese nationals by invading Japanese troops” during the war, adding that the drama “distorts the truth by attributing these atrocities to modern Chinese characters”. asserted
drama → begin → characters
In the 4 October episode, a Chinese agent is seen cutting off the fingers of the Japanese intelligence officer and stabbing him in the abdomen. asserted
agent → see → abdomen
Sanrio said in a statement: “Since its inception, Sanrio has consistently used its characters to convey values such as care and connection, and remains committed to its corporate philosophy of fostering harmony among all people. asserted
Sanrio → say → people
“We take the feedback we have received regarding this incident very seriously. asserted
we → take → incident
Moving forward, we will strengthen our review processes for all future collaborative projects.” asserted
we → move → projects
The drama’s first season, set in a fictional central Asian country, avoided controversy, but its latest season is being shown at a time of increasingly fractious relations between Beijing and Tokyo. asserted
season → set → Beijing
Japan’s conservative prime minister, Sanae Takaichi, set off a diplomatic row in November last year when she told MPs that a Chinese attack on Taiwan could trigger the deployment of her country’s self-defence forces if the conflict posed an existential threat to Japan. uncertain
conflict → set → Japan
Takaichi said earlier this month that she had recorded episodes of Vivant and hoped to watch them over the year-end and new year holidays. asserted
she → say → holidays
China is a crucial overseas market for Sanrio, whose cast of characters includes My Melody and Cinnamoroll – both featured in Vivant-themed merchandise. asserted
both → include → merchandise
The Tokyo-based company racked up 781m yuan ($117m) in revenue from the Chinese market in the first half of this year, according to Chinese media, up more than 40% from the same period last year. uncertain
company → base → period
The backlash against Sanrio comes days after the French international footballer Kylian Mbappé was dropped by several Chinese brands after he jokingly referred to Mao Zedong as a “dictator”. asserted
he → come → dictator
The Real Madrid forward, who is nicknamed the “dictator” for his influence on the game, later apologised for his “ill-judged” remarks. asserted
who → nickname → remarks
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