Recently, Jeon Ji Hyun has faced intense backlash after her latest drama Tempest was accused of containing elements offensive to China. As the controversy spread, several major Chinese brands dropped her or deleted all promotional content featuring her. While Louis Vuitton has yet to respond, netizens are pressuring the brand to cut ties if it wishes to continue thriving in the Chinese market.
According to QQ, Jeon Ji Hyun’s commercial value in China collapsed almost overnight, with estimates suggesting losses of over 100 million RMB due to canceled endorsements. The actress, once a darling of the Chinese market, has now become one of its most criticized figures.
Jeon Ji Hyun first rose to pan-Asian fame in 2001 with My Sassy Girl and later solidified her status with megahits like My Love From the Star and The Legend of the Blue Sea. Even during China’s strict “Korean Wave ban,” she remained an exception, continuing to enjoy immense popularity and lucrative opportunities in the country.
However, with her husband’s reported business losses of 15 billion KRW, Jeon Ji Hyun recently returned to the spotlight to support her family, frequently attending Chinese events. Ironically, just as she sought to reestablish her presence, she is now facing boycotts and harsh criticism. Netizens even resurfaced past accusations that she allegedly disrespected Chinese actress Li Bingbing, her co-star in Snow Flower and the Secret Fan, further damaging her reputation.
Many are now comparing Jeon Ji Hyun’s current crisis to Jang Na Ra’s infamous downfall 16 years ago. Once considered a pioneer of Korean stars entering China, Jang Na Ra was immensely popular with hits like My Bratty Princess and Good Morning Shanghai. She even became a cultural ambassador, appeared in the 2008 Beijing Olympics song, and appeared on CCTV’s prestigious Spring Festival Gala.
But in 2009, Jang Na Ra’s careless remark “Whenever I need money, I go to China to perform” sparked outrage and ended her career in the Chinese market. Despite apologies, her image never recovered, and she lost countless fans and opportunities in China.
Today, Chinese media suggests Jeon Ji Hyun may be “repeating Jang Na Ra’s mistake” or perhaps facing an even harsher backlash. Her videos are being mass-reported, brands are severing ties, and fans are turning their backs. From once being China’s most cherished Korean actress, Jeon Ji Hyun now finds herself at the center of a career-threatening storm.
Sources: K14
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