According to Sina, on the evening of 22/9, brands like LV, Piaget, La MER, and others removed advertisements featuring Jeon Ji Hyun from Chinese platforms. Some even deleted posts announcing her as a global ambassador. The scandal effectively shut down Ji Hyun's business in the Chinese market.

Jeon Jin Hyun in "Tempest". Photo: Disney+

Jeon Jin Hyun in "Tempest". Photo: Disney+

Over the past few days, many Chinese commenters criticized the star and her management company on Instagram. The company has since disabled comments on their account.

The controversy stems from a line spoken by Seo Moon Ju (played by Jeon Ji Hyun) in "Tempest", which premiered on Disney+ on 10/9: "Why does China like war?". In addition to this line, some Chinese viewers felt the film denigrated their country by having villains speak Chinese. A scene depicting a run-down area labeled as Dalian and a carpet pattern resembling the Chinese flag also drew criticism.

Trailer for "Tempest". Video: Disney+

Many have called for a boycott of both "Tempest" and Jeon Ji Hyun. However, others argue that Jeon Ji Hyun, as an actress, was simply following the script and director's instructions. They also point out that the film is a work of fiction. The 44-year-old Jeon Ji Hyun is one of South Korea's most successful actresses, known for films like "My Sassy Girl", "Daisy", "My Love from the Star", and "The Legend of the Blue Sea".

Some South Korean media outlets suggest this incident not only impacts Jeon Ji Hyun personally but also exemplifies the current state of the Korean Wave in China. According to YNA, political tensions have led to unofficial countermeasures from China, including restrictions on Korean music and films. Consequently, few Korean bands, singers, or actors have held major concerts in China in the past 10 years, mostly limiting their appearances to smaller fan meetings and autograph sessions.

At a press conference in Beijing on 17/9, a reporter questioned whether the Korean Wave was still being restricted, citing two recently postponed or canceled Korean artist concerts in China. Chinese Foreign Ministry spokesperson Lin Jian responded: "I am not aware of the specific cases you mentioned. China does not oppose healthy and beneficial cultural exchanges between the two countries".

Nhu Anh (according to Toutiao, YNA, Sina)