South Korean superstar Jeon Ji Hyun appears to be facing increasing difficulties in the Chinese market, with reports suggesting that several scheduled activities have been disrupted amid ongoing public backlash.
According to HK01, Jeon Ji Hyun’s promotional event for the film Colony, which had been scheduled to take place in Hong Kong on June 29, was unexpectedly canceled. Film distributor Edko Films issued an apology to fans on June 28, explaining that the cancellation was due to changes in the actress’s schedule.
Besides the movie promotion, Jeon Ji Hyun had also reportedly been expected to attend the ribbon-cutting ceremony for a new store of a brand she represents in Central, Hong Kong. As of now, it remains unclear whether she will still participate in that event.
Following the sudden cancellation of one appearance and uncertainty surrounding the other, speculation quickly spread online that the actress may have effectively been blacklisted in the Chinese market.
The controversy reportedly dates back to 2025, when Jeon Ji Hyun starred in the drama Tempest. One line delivered by her character was widely interpreted by some Chinese viewers as being offensive toward China, triggering widespread criticism across social media.
The backlash escalated rapidly, with many internet users calling for the actress to be barred from attending commercial events or promotional activities in China. At the height of the controversy, hashtags demanding that Jeon Ji Hyun be removed from the Chinese entertainment market reportedly accumulated more than one billion views on Weibo.
As criticism intensified, several luxury and commercial brands quietly distanced themselves from the actress. Skincare brand La Mer reportedly removed all promotional materials featuring Jeon Ji Hyun and blocked searches for her name on its official Chinese social media accounts.
Luxury watch and jewelry brand Piaget also reportedly took down her promotional images from its Taobao store and official Chinese website.
Meanwhile, home appliance company Ecovacs, which had appointed Jeon Ji Hyun as an Asia-Pacific ambassador for its robotic vacuum products in May 2024, also clarified that its endorsement agreement with the actress had already expired in early 2025. The company stated that it had no involvement in or knowledge of the controversy surrounding Tempest.
Jeon Ji Hyun is not the first Korean celebrity to encounter difficulties in the Chinese market. One of the most notable recent examples is Lisa of BLACKPINK, whose performances at Paris’s Crazy Horse cabaret sparked criticism from some Chinese audiences. The controversy reportedly resulted in her remaining absent from Chinese television and many public entertainment activities in the country.
Sources: HK01
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