Sanrio Issues Apology on Japanese Website and Ends VIVANT Collaboration

Japanese character licensing company Sanrio published an apology on its official Japanese website on October 29, 2026, following controversy over its merchandise collaboration with the television dramaVIVANT. The company announced that it would discontinue the collaboration, all related future projects and promotional activities, marking a further development in a dispute that has attracted attention in China and Japan.

Sanrio is internationally known for its popular characters, including Hello Kitty, My Melody and Cinnamoroll. Its collaboration withVIVANTcombined these characters with elements from the Japanese spy drama, producing merchandise such as plush toys and keychains.

The partnership came under scrutiny after the second season ofVIVANTsparked controversy over its portrayal of China-related intelligence organizations. Some Chinese media outlets and social media users criticized the drama's depiction of China and questioned Sanrio's decision to associate its characters with the production. Critics in Japan also raised concerns about whether the drama's themes of war and violence were consistent with Sanrio's longstanding emphasis on peace and harmony.

Late on October 28, Sanrio's Chinese operating subsidiary issued an apology on its official Weibo account. It said the collaboration had prompted concerns and acknowledged that some of its associated content contained expressions inconsistent with the group's corporate philosophy. The company announced that it would end the collaboration and all subsequent projects and promotional activities, while promising to strengthen its review procedures for future partnerships.

On October 29, Sanrio's Japanese headquarters published a corresponding statement on its official website. The company apologized for the concerns caused by the collaboration and said it had determined that content associated with the partnership included expressions inconsistent with its corporate philosophy. It confirmed that all related initiatives, future developments and promotional activities would be discontinued, adding that the necessary measures were being implemented promptly.

The statement also reiterated Sanrio's core values. Since its founding, the company said, it has sought to communicate compassion and connection through its characters while promoting the principle of “Minna Nakayoku”—everyone getting along together. Under its vision, “One World, Connecting Smiles,” Sanrio aims to bring happiness to people around the world.

The company said it would take feedback from different parties seriously and further strengthen its review and confirmation procedures for future collaborations.

The Japanese website statement followed criticism over the initial publication of the apology through Sanrio's Chinese channels. Some commentators had questioned whether the company's Japanese headquarters would address the controversy directly through its domestic channels. The new statement provided a further confirmation that the partnership and related activities would be terminated.

The controversy surroundingVIVANTitself remains a matter of differing interpretations. The drama's production company, TBS, has previously described the series as fictional entertainment and said it did not intend to antagonize or disparage any particular country. The dispute therefore extends beyond a commercial partnership, touching on questions of creative expression, cultural representation and public sentiment.

For global brands, the episode highlights the importance of evaluating not only the commercial potential of a licensing agreement but also the wider context of the content involved. Companies whose characters have broad international recognition may face reputational risks when a collaboration becomes entangled in sensitive political or cultural issues.

Sanrio's decision to end the partnership and issue an apology through its Japanese website represents a significant development. Whether the revised review procedures will help prevent similar controversies, and how the episode may affect consumer confidence in the brand, remain to be seen.