[Sanrio Apologizes: Terminating Collaboration with Characters from the Japanese Drama "VIVANT" That Smeared China] On October 29th, Japan's Sanrio Group, which owns well-known IPs such as Hello Kitty, Cinnamon Dog, Melody, etc., had previously launched a joint product with the Japanese drama "VIVANT" that seriously smeared China, triggering strong resentment on social media. At about 23:00 on October 28, Sanrio (Shanghai) International Trading Co., Ltd. issued a statement on the termination of the VIVANT×Sanrio character linkage cooperation: Recently, we have received opinions from various parties regarding the co-branded products with the Japanese TV series "VIVANT". We sincerely apologize for the concern this has caused you. Regarding the content related to this joint brand, we believe that it contains expressions that are inconsistent with the corporate philosophy of Sanrio Group, so we have decided to stop this joint brand and all subsequent projects and promotional activities. Currently, we are actively carrying out corresponding processing work. In response to this incident, we will carefully listen to and value the opinions of all parties. In the future, when carrying out joint cooperation projects, we will further strengthen the relevant review mechanisms.