Luxury Brands Delete Jun Ji-hyun’s Endorsement Posts in China Amid K-Drama ‘Tempest’ Backlash

Luxury Brands Delete Jun Ji-hyun’s Endorsement Posts in China Amid K-Drama ‘Tempest’ Backlash
Jun Ji Hyun talking to the Chinese ambassador in Tempest

In the Disney+ K-drama Tempest, Jun Ji-hyun’s character, Seo Mun Ju, raises a question: “Why China would favor war? These nuclear bombs could fall on border regions.” This line has ignited an uproar on Chinese social media, with netizens accusing the show of being anti-China and intentionally painting the country in a negative light.

Jun Ji-hyun’s K-Drama Tempest Faces Anti-China Allegations

Additional scenes have fueled the controversy. One such scene is labeled “Dalian, China, 2025,” which, in reality, was filmed in a Hong Kong slum area. The deliberate choice of a “dirty, chaotic” aesthetic contrasts with the modern, developed image of actual Dalian. Moreover, certain “shady” characters speak Mandarin, and a red carpet adorned with yellow stars—resembling the Chinese flag—appears. In another scene, Jun Ji-hyun’s character questions the Chinese ambassador, saying, “Is China aware of the situation? Why would China tolerate war in Korea?”

Social Media Fallout

These “observations” have escalated to the point that several luxury brands previously partnered with Jun Ji-hyun, including La Mer, Louis Vuitton, and Piaget, have seemingly “deleted” or at least hidden posts about her endorsements on Chinese social media, though their international posts remain active. While no official statement has been made, these actions could negatively impact her standing in the Chinese luxury market, where she has long been adored for her roles in classics K-like My Love From Another Star and My Sassy Girl.

However, some argue that the blame should not fall on Jun Ji-hyun, as she likely had limited control over the script. Some defended the show, claiming that the red carpet in question was simply supposed to be a scene from the White House or the Dalian scene fitting the narrative where Kang Dong Won’s character was trying to find a way to be smuggled out of the country. Others argue that Jun Ji-hyun’s lines were taken out of context, as yingxiaohao (marketing accounts) only included a few selected lines, not the full dialogue. This has come a time when Chinese rhetoric on cultural exchange seems to imply that the Hallyu ban will be a thing of the past, but public sentiment has turned drastically especially towards the actress.

Source: junjihyun85

5 Comments

  1. Dee

    September 21, 2025 5:15 AM
    • Kai

      September 21, 2025 5:38 PM
      • Dee

        September 21, 2025 7:30 PM
      • Applefish

        September 22, 2025 8:41 AM
  2. Du

    September 21, 2025 10:42 PM
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