Jun Ji-hyun Faces Backlash in China Over Controversial Lines in Disney+ Series Tempest
South Korean superstar Jun Ji-hyun is at the center of a social media storm in China after a line in her new Disney+ spy romance series, Tempest, was perceived as critical of China. In the series, Jun portrays a diplomat investigating a deadly assassination, and one episode features her character saying, “Why does China prefer war? A nuclear bomb could fall near the border.”
This fictional dialogue has triggered a wave of online outrage, with Chinese viewers calling for brands to sever ties with the actress. Many have revisited an unofficial ban on South Korean entertainment in China, which has existed for nearly a decade. While China has never formally acknowledged the restriction, K-content sharply declined in 2016, widely believed to be a response to South Korea’s deployment of a U.S. missile defense system that China considers a regional threat.
Although relations appeared to improve in recent months, the controversy surrounding Tempest has reignited calls to maintain the cultural restrictions. “Keep the K-drama ban to the death, thank you,” read one viral comment on Weibo, liked by over 10,000 users.
Social media users have also criticized other elements in the series. Scenes intended to depict Dalian were shot in Hong Kong, showcasing dilapidated buildings that some say misrepresent China. Additionally, a scene showing people seated on a red carpet adorned with yellow stars was likened to the Chinese flag, and Jun’s pronunciation of an ancient Chinese poem drew further criticism.
Brands Respond Amid Rising Pressure
The backlash quickly extended to Jun’s commercial endorsements. Sharp-eyed social media users noted that brands like American skincare brand La Mer, French luxury giant Louis Vuitton, and Swiss watchmaker Piaget removed her from social media promotions. On Louis Vuitton’s Weibo page, a comment demanded, “Besides removing Jun Ji-hyun advertisements, quickly terminate her contracts globally. Otherwise, we’ll boycott LV forever.”
Jun’s agency clarified that her brand campaigns were “unrelated” to Tempest and had concluded before the series premiered. Nonetheless, Chinese consumers have a history of using their economic power to influence brands, as seen in previous boycotts targeting H&M, Uniqlo, and Swatch.
Some fans defended Jun, noting that actors are not responsible for writing scripts. “Jun Ji-hyun is just an actor. It is impossible for her to understand the history of a country, the emotions of the people, and the intricate relationships between countries before making a movie,” a Weibo user wrote, criticizing the production team instead. However, such defenses have been largely overshadowed by widespread criticism.
The Broader K-Content Context
Jun Ji-hyun rose to fame with the 2001 rom-com My Sassy Girl and solidified her stardom through roles in My Love from the Star (2013) and Netflix’s Kingdom (2021). Like many other South Korean stars, she has been largely absent from China’s entertainment market since the 2016 restrictions.
Earlier this year, there was cautious optimism as cultural exchanges between South Korea and China showed signs of improvement. In March, the countries’ foreign ministers discussed restoring cultural ties, and in April, the K-hip hop group Homies performed in mainland China, marking the first such concert in nearly a decade. However, recent controversies suggest that K-dramas and K-pop may still face significant hurdles in re-entering the Chinese market.
Concert cancellations, including those of K-pop groups in Fuzhou and Hainan, illustrate the ongoing uncertainty. While Chinese officials have stated they do not oppose “beneficial cultural exchanges,” local circumstances continue to affect performances and events.
China’s domestic media industry has grown robustly over the past decade, providing entertainment for its 1.3 billion citizens. For many viewers, the Tempest controversy reinforces skepticism toward foreign content, signaling ongoing challenges for Korean entertainment in the country.