In the spy romance series Tempest, Jun Ji-hyun, one of South Korea's biggest stars, plays a diplomat trying to uncover the truth behind a deadly assassination. One line in particular, 'Why does China prefer war? A nuclear bomb could fall near the border,' delivered by her character, has ignited a firestorm among Chinese social media users. Many interpreted this as a malicious mischaracterization of China, leading to widespread calls for brands to sever ties with the actress.
The backlash has also resurfaced discussions around an informal ban on South Korean entertainment in China, a result believed to stem from South Korea's deployment of a U.S. anti-missile system in 2016, which China views as a military threat. Although relations appeared to be warming recently, the uproar over Tempest could halt any progress.
In the wake of Jun's controversial line, several high-profile brands, including American skincare company La Mer and French luxury brand Louis Vuitton, have distanced themselves from her. Users on Weibo are demanding companies terminate her contracts globally, igniting renewed sentiment for the ban.
Critics have also pointed out other perceived insults in the series, such as the poor depiction of China's Dalian city and elements resembling the Chinese flag. In response, some users defended Jun, arguing she merely acted the lines written for her.
The incident's fallout shows how quickly Chinese consumers can mobilize against perceived affronts to national pride, potentially sidelining South Korean content in a market that was once incredibly lucrative for K-drama and K-pop.
The backlash has also resurfaced discussions around an informal ban on South Korean entertainment in China, a result believed to stem from South Korea's deployment of a U.S. anti-missile system in 2016, which China views as a military threat. Although relations appeared to be warming recently, the uproar over Tempest could halt any progress.
In the wake of Jun's controversial line, several high-profile brands, including American skincare company La Mer and French luxury brand Louis Vuitton, have distanced themselves from her. Users on Weibo are demanding companies terminate her contracts globally, igniting renewed sentiment for the ban.
Critics have also pointed out other perceived insults in the series, such as the poor depiction of China's Dalian city and elements resembling the Chinese flag. In response, some users defended Jun, arguing she merely acted the lines written for her.
The incident's fallout shows how quickly Chinese consumers can mobilize against perceived affronts to national pride, potentially sidelining South Korean content in a market that was once incredibly lucrative for K-drama and K-pop.
