Hello Kitty's spy drama lands in hot water: What went wrong with Sanrio in China

Why Sanrio landed in hot water in China Hello Kitty maker Sanrio has come under fire in China over its collaboration with Japanese TV drama VIVANT.The partnership involved a range of soft toys, including Hello Kitty and other characters dressed as spies from the show. However, its storyline, which depicts a fictional Chinese intelligence agency capturing and torturing Japanese spies, upset Chinese audiences.Criticism grew on social media over several days, with Chinese state media also speaking out against the collaboration. Sanrio's Chinese subsidiary eventually announced that it was ending the partnership and all related promotional activities.The incident highlights the challenges foreign companies face in China's lucrative market, where brand associations and public statements can trigger strong reactions. French football star Kylian Mbappe recently faced a similar backlash after remarks about late Chinese leader Mao Zedong prompted several Chinese sponsors to cut ties with him.What was the Sanrio-VIVANT collaboration?VIVANT is a Japanese television drama produced by broadcaster TBS and also available on Netflix. The show revolves around Japanese spies and a terrorist organisat...