Sanrio announced on its official website that it would cancel its collaboration with the currently airing Sunday Theater drama VIVANT. Its Chinese subsidiary, Sanrio (Shanghai) International Trading, announced the end of the collaboration on the same day.
Sanrio stated on its official website that it would cancel all initiatives related to its collaboration with VIVANT. The reason given for the cancellation was its determination that the collaboration merchandise contained “expressions inconsistent with Sanrio’s corporate philosophy.”
It was reported that Sanrio (Shanghai) International Trading, a local subsidiary, announced the end of the collaboration that day.
Sanrio says it will continue its efforts to bring smiles to people around the world under its founding principles, “Everyone Gets Along” and “One World, Connecting Smiles.”