Hello Kitty maker cuts ties with Japanese spy drama after China backlash

Vivant, a popular spy thriller, has been widely slammed in Chinese state media and by Chinese social media users for its depiction of Chinese agents using brutal torture tactics on a Japanese operative.

The criticism has extended to the internationally beloved Hello Kitty and her friends, including My Melody and Cinnamoroll, who were featured in merchandise dressed as characters from the show.

"Since its inception, Sanrio has consistently used its characters to convey values such as care and connection, and remains committed to its corporate philosophy of fostering harmony among all people," Sanrio said in the statement late on Wednesday.

"We take the feedback we have received regarding this incident very seriously. Moving forward, we will strengthen our review processes for all future collaborative projects."

China-Japan ties have plunged to their lowest point in years, since Japanese Prime Minister Sanae Takaichi's comments on Taiwan last November sparked a diplomatic firestorm.

Beijing has since been heaping pressure on Tokyo, from restricting rare earth exports to curbing tourism and even reclaiming its pandas.

State-run Global Times took aim at Sanrio on Wednesday, saying the hugely popular cat character "should not dance with Japan's right wing".

Sanrio "stands to lose far more than short-term sales" by collaborating with "anti-China content", the Global Times article said. "The trust and emotional bond it has built up over a long time will also suffer."

When asked about Sanrio's scrapped partnership with Vivant on Thursday, a spokesperson for the Chinese foreign ministry said the incident should "serve as a warning to the international community and discerning people in Japan".