South Korean star Jun Ji Hyun is at the center of a growing controversy in China, leading to the cancellation of a major advertisement and the removal of her campaigns by luxury brands. The issue stems from a single line of dialogue spoken by her character in the new Disney+ series “Tempest,” which has sparked outrage among Chinese netizens.
The actress’s agency, Peach Company, has officially stated that the ad cancellation was decided before the drama aired and is unrelated to the controversy. This statement comes as brands like Louis Vuitton, La Mer, and Piaget have removed her content from their Chinese social media accounts.
The Line That Sparked a Firestorm
The controversy began with the release of “Tempest,” a spy romance series starring Jun Ji Hyun as a diplomat investigating an assassination. In episode four, her character, Seo Mun-ju, questions, “Why does China prefer war? A nuclear bomb could fall near the border.”
This fictional line was perceived by many Chinese social media users as a direct and malicious mischaracterization of China as a belligerent nation. The dialogue quickly spread online, igniting a wave of criticism and calls to boycott the actress.
Online Backlash and Brand Reactions
The anger on Chinese social media platform Weibo has been intense. Many users have called for brands to sever their ties with Jun Ji Hyun permanently. Comments on brand posts have included statements like, “Besides removing Jun Ji-hyun advertisements, quickly terminate her contracts globally. Otherwise we’ll boycott LV forever.”
This public pressure has had a tangible effect. American skincare brand La Mer, French luxury house Louis Vuitton, and Swiss watchmaker Piaget have all scrubbed content featuring the actress from their official Weibo accounts. Reports from industry insiders suggest the backlash has severely impacted her commercial standing in China, with estimated losses exceeding 2 billion yuan.
Agency’s Statement: Postponed, Not Canceled
On September 23, the situation escalated when media reports claimed an advertisement shoot with a Chinese fashion brand, scheduled for September 25 in Seoul, had been canceled due to the drama controversy.
Jun Ji Hyun’s agency, Peach Company, was quick to release a clarification. They stated that the reports were not true and that the cancellation was not a result of the “Tempest” controversy. The agency explained, “The cancellation of the Chinese advertisement was decided before the airing of ‘Tempest.’ It has nothing to do with the drama.”
They further elaborated that the advertisement was initially postponed and then canceled due to “local circumstances,” a decision made in communication with their local partner in China before the show premiered.
Beyond the Dialogue: Other Points of Contention
The controversial line was not the only aspect of “Tempest” that drew criticism. Chinese netizens identified other elements they found offensive. Scenes meant to portray the Chinese city of Dalian were filmed using dilapidated buildings in Hong Kong, which viewers argued painted an unfairly negative and run-down image of a modern Chinese city.
Another scene showed characters seated around a table on a red carpet with yellow stars, a pattern that some social media users said resembled the Chinese flag, adding to their perception of intentional disrespect.
A Recurring Cultural Tension
This incident has reignited discussions about an unofficial Chinese ban on South Korean entertainment content, which began in 2016. The ban was widely seen as a response to South Korea’s deployment of a US anti-missile system, which China viewed as a security threat.
While there had been recent signs of a thaw in cultural exchanges, with a few South Korean performers holding concerts in China, the “Tempest” controversy has triggered a fresh wave of support for maintaining the restrictions. As one widely-liked Weibo comment read, “Keep the K-drama ban to the death, thank you.”
Despite the backlash, “Tempest” has found international success. Disney+ has announced that the show is the number one most viewed Korean original premiere of 2025 on the platform globally based on its first five days of streaming. The series is set to conclude on October 1.
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