Sanrio announced that it would end sales of collaboration products with the television drama VIVANT. It explained that the collaboration was being cancelled following criticism in China because it contained expressions inconsistent with the company's corporate philosophy.
On the 29th, Sanrio announced that it would end sales of collaboration products with the television drama VIVANT. As Chinese media criticised the drama for portraying China as the villain, the company was effectively forced to respond.
Criticism from China has intensified, with Chinese media saying that the drama exaggerates the China threat narrative. At a press conference, the Deputy Director-General of the Foreign Ministry's Department of Information condemned forces in Japan seeking to defame China.
Season 2 of the drama began airing on the TBS network in July. Regarding scenes depicting a clandestine intelligence organisation known as Bessobhan and said to be operated by the Japan Self-Defense Forces, the production side explained that there was no intention to disparage any particular country.
In a statement, Sanrio said it would cancel the collaboration because the drama contained expressions inconsistent with its corporate philosophy. The article does not state what further action will be taken or whether the collaboration will continue in another form.