K-Drama Line Sparks Chinese Boycott Against Actress Jun Ji-hyun and Global Brands

Jun Ji-hyun Controversy: Brands Face Boycott Threats Over K-Drama Line

A controversial line in the K-drama "Tempest," starring Jun Ji-hyun, has sparked outrage among Chinese social media users, leading to calls for boycotts against brands associated with the actress. Luxury brands like La Mer, Louis Vuitton, and Piaget are reportedly removing Jun from their social media presence due to the backlash.

The Trigger: "Why Does China Prefer War?"

The controversy stems from a line uttered by Jun Ji-hyun's character in "Tempest": "Why does China prefer war? A nuclear bomb could fall near the border." Many Chinese viewers perceived this as a malicious misrepresentation of China. The backlash highlights the sensitivity surrounding portrayals of China in foreign media and the power of Chinese consumers to influence brand behavior.

"Besides removing Jun Ji-hyun advertisements, quickly terminate her contracts globally. Otherwise we'll boycott LV forever," reads one comment on Louis Vuitton's Weibo account.

Chinese consumers are known to use their economic leverage to protest perceived insults to Chinese national pride. Brands from various sectors have faced similar boycotts in the past.

The Unofficial Ban on South Korean Entertainment

The incident also reignites the debate surrounding an unofficial Chinese ban on South Korean entertainment, in place since 2016. This ban is widely believed to be a response to South Korea's decision to deploy a US anti-missile system. While there were signs of thawing relations earlier this year, the "Tempest" controversy suggests the ban's impact remains significant.

• The ban has severely limited the presence of K-pop and K-dramas in China.
• South Korean artists have faced canceled concerts and restricted media appearances.
• This has led South Korean entertainment companies to seek alternative markets.

Reactions and Defenses

While some have defended Jun Ji-hyun, arguing she didn't write the controversial line and shouldn't be held responsible, these sentiments have been largely drowned out by criticism. Jun's agency has stated that her brand campaigns were unrelated to "Tempest" and had ended before the show's release.

"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," one Weibo user wrote.

The backlash underscores the challenges faced by South Korean celebrities navigating the complex relationship between China and South Korea and the potential for their work to be misinterpreted or politicized.