Hello Kitty maker Sanrio has come under fire in China over its collaboration with Japanese TV drama VIVANT.
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Sanrio → come → VIVANT
The partnership involved a range of soft toys, including Hello Kitty and other characters dressed as spies from the show.
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partnership → involve → show
However, its storyline, which depicts a fictional Chinese intelligence agency capturing and torturing Japanese spies, upset Chinese audiences.
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agency → depict → audiences
Criticism grew on social media over several days, with Chinese state media also speaking out against the collaboration.
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media → grow → collaboration
Sanrio's Chinese subsidiary eventually announced that it was ending the partnership and all related promotional activities.
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it → announce → partnership
The incident highlights the challenges foreign companies face in China's lucrative market, where brand associations and public statements can trigger strong reactions.
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associations → highlight → reactions
French football star Kylian Mbappe recently faced a similar backlash after remarks about late Chinese leader Mao Zedong prompted several Chinese sponsors to cut ties with him.
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remarks → face → him
VIVANT is a Japanese television drama produced by broadcaster TBS and also available on Netflix.
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VIVANT → produce → Netflix
The show revolves around Japanese spies and a terrorist organisation called Tent.
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show → revolve → spies
Its latest season, which is currently being aired, features a fictional Chinese intelligence agency capturing and torturing some of the Japanese spies.
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agency → air → spies
This storyline became a point of contention among Chinese audiences following Sanrio's merchandise collaboration.
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storyline → become → collaboration
Sanrio's Chinese subsidiary apologised for the controversy and said the partnership did not align with the group's corporate philosophy.
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partnership → apologise → philosophy
"We deeply apologize for the concern this has caused everyone," Sanrio's Chinese subsidiary said in a statement.
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subsidiary → apologize → statement
"Regarding this collaboration, we believe it contains expressions that are inconsistent with the corporate philosophy of the Sanrio Group.
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that → regard → Group
We have therefore decided to terminate this collaboration along with all subsequent projects and promotional activities."
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We → decide → projects
TBS did not immediately comment on the cancellation.
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TBS → comment → cancellation
TBS President Masamine Ryuho said at a regular press conference on Wednesday that the drama is "entirely fictional and has no intention of disparaging any specific country", local media reported.
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media → say → country
Why are Japanese companies facing challenges in China?
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companies → face → China
The controversy comes amid strained relations between China and Japan.
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controversy → come → China
Tensions increased after Japanese Prime Minister Sanae Takaichi said late last year that a hypothetical Chinese attack on democratically ruled Taiwan could trigger a military response from Tokyo.
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attack → increase → Tokyo
China has since urged its citizens not to travel to Japan and throttled exports of rare earths to the country.
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China → urge → country
These minerals are important for manufacturing products ranging from cars to weapons.
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minerals → manufacture → weapons
Despite the tensions, Japanese companies, including Sanrio, continue to rely on China for sales.
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companies → include → sales
Sanrio recorded sales of 9.8 billion yen ($62 million) in China in the first quarter, almost 25% higher than in the same period a year earlier.
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Sanrio → record → period
Several international companies have faced criticism in China over advertisements and comments.
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companies → face → advertisements
In 2018, Dolce & Gabbana cancelled a fashion show in Shanghai after advertisements showed a Chinese woman struggling to eat pizza and spaghetti with chopsticks.
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woman → cancel → chopsticks
In 2021, H&M, Nike and Adidas also faced criticism over comments about labour conditions in Xinjiang.
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H&M → face → Xinjiang
The recent incidents involving Sanrio and Mbappe are further examples of the challenges foreign companies and celebrities face while operating in the Chinese market.
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companies → involve → market
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