Hello Kitty gets caught in a spy scandal as China-Japan tensions turn ugly

Hello Kitty has survived decades of changing fashions, global merchandising and countless costume changes. But dressing up as a Japanese spy has landed the famously cheerful character in an international controversy.

Sanrio, the Japanese company behind Hello Kitty, has cancelled a merchandise collaboration with the television thriller Vivant following criticism from Chinese state media and social media users over the show’s portrayal of Chinese intelligence agents.

The controversy began with plush toys featuring Hello Kitty, My Melody and Cinnamoroll dressed as characters from the popular spy series, which follows Japanese intelligence operatives caught up in an international conspiracy.

Its latest season, however, includes scenes showing agents from a fictional Chinese intelligence organization capturing and torturing Japanese spies, including cutting off fingers.

Chinese state broadcaster CCTV condemned the depiction, arguing that the violence resembled atrocities committed by Japanese forces against Chinese people during World War II, but reversed the historical roles of perpetrator and victim.

The state-run Global Times went further, publishing commentary under the headline “Hello Kitty should not dance with Japan’s right wing.”

By Wednesday evening, Sanrio’s Chinese subsidiary had apologised on the social media platform Weibo and announced the termination of the collaboration, including planned promotional activities.

The company said the partnership contained material inconsistent with its philosophy of care, connection and harmony, promising tighter reviews of future projects.

Japanese broadcaster TBS defended Vivant, saying the series was fictional and was not intended to disparage any country.

The dispute comes amid strained relations between Beijing and Tokyo over Taiwan, following Japanese Prime Minister Sanae Takaichi’s remarks about a possible Japanese response to a Chinese attack.