Sanrio announced that it would end its collaboration products and related projects with the television drama VIVANT. Around 10 items that had been on sale, including Hello Kitty key holders, were withdrawn, and the company expressed its apologies.
Sanrio issued a statement announcing that it would end its collaboration with the television drama VIVANT. It explained that the reason was that it had determined the collaboration contained expressions inconsistent with its corporate philosophy.
There were approximately 10 collaboration products, including Hello Kitty key holders, which had been sold at TBS shops and other outlets since July. All have now been withdrawn.
Following criticism over the drama's content, CCTV criticised the drama, while the Global Times, affiliated with the People's Daily, published a report questioning the collaboration. Sanrio expressed its deep apology for causing concern.
External organisations in China criticised the drama, suggesting that it conveyed an intention to disparage China, while TBS explained that the production had no intention of hurting any particular country.