The Sony UI handle the Table of Contents of the ePub file: it's not in-line HTML but something rendered by the UI.
I use the exact same strings and characters for the elements in the TOC and the elements in the document itself by the way: aside from the font, I don't see where the problem could be.
Do you have any chinese font ? One option for ePub would be to embed the font in the file and specify it in the CSS. In this case, the text would most likely be displayed.
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