Sanrio, known for Hello Kitty, announced in a Chinese-language statement that it was cancelling plans to launch collaboration products with the TBS drama VIVANT. The reason given was that the products contained expressions inconsistent with the Sanrio Group's philosophy, and Sanrio said it would further strengthen its review process for future collaborations.
On the night of the 28th, Sanrio posted a statement in Chinese on its official Weibo account, announcing that it would cancel its collaboration with VIVANT, as well as all subsequent projects and promotional activities.
The statement cited Sanrio's determination that the collaboration included expressions inconsistent with the group's philosophy, and indicated its intention to put into practice the values of compassion and connection that it has promoted since its founding.
Sanrio added that it would strengthen its review process for future collaborations, indicating that it would place greater importance on opinions from various sectors.
The matter is related to discussions surrounding the content of the drama VIVANT, which is currently being broadcast in Japan, and reactions in the Chinese market. It can be understood as a response to criticism from China.