Hello Kitty maker Sanrio cuts ties with TV spy show after China backlash

AI Summary

Sanrio has cancelled its collaboration with a Japanese television spy show after the partnership drew backlash in China. The episode underscores the reputational and commercial risks international brands face in the Chinese market.

TOKYO, Oct 29 - Hello Kitty maker Sanrio has cancelled a collaboration with a Japanese TV spy show after a backlash in China, the second incident in days to highlight the tightrope foreign firms and celebrities must walk in the lucrative market.