Korean Star Loses Brand Deals Amid Fury Over "Why Does China Prefer War" Dialogue In K-Drama

Korean Star Faces Brand Severed Ties Amid Outrage Over "Why Does China Prefer War" Line In K-Drama

Luxury giants including Louis Vuitton, Piaget, and La Mer have withdrawn her promotional materials.

South Korean actress Jun Ji-hyun has encountered significant backlash in China following a controversial line in her new series 'Tempest'. According to The Independent, the spy romance drama chronicles the journey of Jun's character, diplomat Seo Mun-ju, as she investigates a deadly incident threatening the Korean Peninsula. However, a particular dialogue from the fourth episode—"Why does China prefer war? A nuclear bomb could fall near the border"—has ignited widespread condemnation from Chinese internet users who consider it a deliberate and malicious mischaracterization.

The controversy rapidly gained momentum across Chinese social media platforms like Weibo and Douban, despite 'Tempest' not being officially distributed in mainland China due to the ongoing "unofficial ban" on Korean content. Viewers accessing the series through VPNs or unofficial streaming channels circulated the controversial clip, intensifying allegations of cultural defamation.

"If China truly had a preference for war, you wouldn't have the freedom to produce television dramas," remarked one widely shared comment, as reported by South China Morning Post. Another user stated firmly, "China doesn't embrace war; we advocate for peace. This portrayal is pure slander."

A different commenter demanded, "Beyond removing Jun Ji-hyun's advertisements, immediately terminate her contracts worldwide. Otherwise, we will permanently boycott LV."

The Aftermath

The controversy surrounding the scene triggered tangible consequences, with Chinese social media users accusing the production of deliberately portraying China as militarily aggressive. Many called for global luxury brands to sever relationships with the actress. Critics also highlighted alleged inaccuracies in the drama's representation of Dalian city, claiming scenes were actually filmed in Hong Kong and deliberately showcased deteriorated neighborhoods, further supporting claims of intentionally "uglifying" the Chinese city.

As of September 21, luxury brands including Louis Vuitton, Piaget, and La Mer have removed her promotional materials from their Sina Weibo accounts, distancing their brands from the actress amidst the growing controversy, according to The Standard.

Advertisements and posts featuring Jun have been eliminated from La Mer's Weibo presence, and searches for her name no longer yield results on the platform. Similarly, Piaget's official Tmall storefront has taken down advertisements featuring the actress.

Meanwhile, some voices have defended Jun, arguing that as a performer, she didn't author the controversial dialogue and shouldn't bear sole responsibility. One supporter noted that as an actress, it would be unreasonable to expect her to fully comprehend a nation's historical context, public sentiments, and international diplomatic complexities before accepting a role.

About Jun Ji-hyun

Jun Ji-hyun initially gained prominence with the 2001 romantic comedy 'My Sassy Girl', a widely successful film across Asia that highlighted her comedic abilities and charismatic screen presence, establishing her as a leading figure in South Korean entertainment. Her later television roles, especially in the 2013 phenomenon 'My Love from the Star', achieved tremendous popularity in China, influencing fashion trends and generating substantial streaming numbers.