According to the “Reference News” report, Japan's Sanrio Corporation said on the 6th that since the company's co-branded products with the popular TV drama “VIVANT” have been criticized and removed from the shelves by the Chinese side, the company will strengthen the review mechanism when carrying out joint development projects. Kyodo News reported that at the 2026 mid-term results online press conference held on the 6th, Sanrio Executive Director Matsumoto Seiichiro explained in response to questions that the joint development cooperation between the two sides was based on the content of the first season of “VIVANT” that had previously been broadcast, and what triggered criticism from the Chinese side this time was the plot of the second season: portraying the Chinese as inhumane abusers and glorifying Japan Self-Defense Force intelligence personnel as just counterattackers. Seiichiro Matsumoto said that Sanrio has always made “everyone live in harmony” as its corporate philosophy. Although co-branded products are only sold in Japan, “if it makes Chinese consumers sad, it is not a business that Sanrio should carry out,” and admits that there were omissions in the previous review process. At the same time, he stressed, “China is an important market, and we have no intention of changing our investment plans in China.”

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