Jun Ji-hyun is under intense scrutiny in China after her new Disney+ drama Tempest ignited controversy, triggering boycotts, ad removals, and even speculation of a potential “ban” from the market.
Controversial Dialogue in Tempest
Tempest, released globally on September 10, follows UN ambassador Moon-joo (played by Jun Ji-hyun) as she investigates a political conspiracy alongside a mysterious agent, portrayed by Kang Dong-won.
In episode 4, Moon-joo asks: “Why does China prefer war? A nuclear bomb could fall on the border.” The line was immediately met with fury from Chinese viewers, who accused the show of “insulting China.”
Netizens on Weibo argued:
- China does not love war. We pursue peace.
- If China truly loved war, you wouldn’t even be allowed to film this drama.
Other points of contention included:
- A Hong Kong shantytown depicted as the Chinese city of Dalian.
- A scene where a five-star patterned carpet was stepped on, interpreted as disrespect toward the Chinese flag.
- Villains speaking Chinese lines, viewed as deliberate negative portrayal.
- Allegations that Jun Ji-hyun mispronounced verses from Tang dynasty poet Li Bai on purpose.
Brands Cut Ties With Jun Ji Hyun
The controversy quickly spilled into her commercial endorsements:
- La Mer removed all promotional images of Jun Ji Hyun from its Chinese website and blocked her name on social media searches.
- Piaget deleted her campaign visuals from Taobao and its homepage.
- Ecovacs, which had appointed her as an ambassador for its robot vacuum line in May 2024, announced their contract had ended earlier in 2025 and distanced itself from the scandal.
As of now, Louis Vuitton has yet to respond, but its Weibo page has been overwhelmed with comments urging the brand to drop her.
From Beloved Star to Boycott Target
Jun Ji-hyun was once adored by Chinese audiences, thanks to the massive success of My Love From the Star (2014). She became one of the most sought-after Korean endorsers in China, with a loyal fanbase that elevated her to superstar status.
That loyalty now appears broken. On Weibo, hashtags related to “boycotting Jun Ji-hyun” surpassed 1 billion views. Some fans wrote: “She betrayed Chinese viewers by acting in this drama” and “Her career in the Chinese market is finished.”
Industry insiders estimate financial losses from severed endorsements and halted campaigns could reach 200 million RMB (approx. 741 billion KRW). Reports suggest she may face compensation claims from affected brands.
The scandal adds to Jun Ji-hyun’s already difficult personal circumstances. The actress is reportedly carrying a 15 billion KRW (287 billion KRW) debt tied to her husband’s failed business ventures. With the possibility of further financial penalties in China, her burden could grow significantly.
Observers have compared Jun Ji-hyun’s plight to that of BLACKPINK’s Lisa, who was effectively blacklisted in China after performing at Paris’s Crazy Horse cabaret in 2023, an act deemed inappropriate by Chinese authorities and netizens.
Despite the uproar in China, Disney+ revealed that Tempest has become the most-watched Korean original release of 2025 worldwide, including Korea and the Asia-Pacific region. The drama has been praised for Jun Ji-hyun and Kang Dong-won’s chemistry and its powerful ensemble cast.
As of now, neither Jun Ji-hyun nor the production team of Tempest has issued an official statement regarding the controversy.
Sources: SCMP,성도일보,한경닷컴,163,Weibo
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