The recent K-drama series ‘Tempest’ has found itself at the center of a significant controversy in China, all due to a line spoken by its lead actress, Jun Ji-hyun. In the spy romance drama, Jun, a renowned South Korean star, portrays a diplomat entangled in an assassination plot. The incident in question involves a dialogue where her character questions China’s stance on conflict: “Why does China prefer war? A nuclear bomb could fall near the border.”
This fictional statement has triggered a strong reaction among Chinese social media users, who perceive it as a deliberate and malicious misrepresentation of China’s political character. The backlash has been swift and intense, with many users on platforms like Weibo expressing their outrage and demanding that brands associated with Jun Ji-hyun sever their ties with her. This sentiment has fueled calls for a widespread boycott.
The controversy has also brought the long-standing, albeit unofficial, ban on South Korean entertainment in China back into the spotlight. This informal prohibition has been in effect for nearly a decade, widely understood as a response to South Korea’s 2016 decision to deploy a US anti-missile system, which China views as a regional security threat.
While there had been signs of a potential easing of this ban in recent months, with some South Korean artists holding concerts in China, the ‘Tempest’ controversy has revived support for maintaining the restrictions. The sentiment is palpable, with comments on Weibo reflecting a strong desire to keep Korean content out, such as one widely liked remark stating, “Keep the K-drama ban to the death, thank you.”
Beyond the controversial line about war, Chinese netizens have also identified other scenes in the series that they deem offensive. These include depictions of cities that resemble China, such as Dalian, portrayed with dilapidated buildings (believed to be filmed in Hong Kong), which some viewers feel casts China in a negative light. Further accusations include a scene with a table setting resembling the Chinese flag and criticism of Jun Ji-hyun’s accent when reciting an ancient Chinese poem.
These grievances have culminated in a coordinated effort on Weibo to pressure brands, leading to speculation that companies like La Mer, Louis Vuitton, and Piaget have removed advertisements featuring Jun Ji-hyun. Her agency has stated that her brand campaigns were unrelated to the drama and had concluded prior to its release, but the public pressure persists.
This situation highlights the powerful influence of Chinese consumer sentiment, which has historically been mobilized to express national pride and react to perceived insults. Previous boycotts have targeted international brands like H&M, Uniqlo, and Swatch for various reasons, demonstrating the significant economic repercussions of such campaigns.
Amidst the backlash, some voices have emerged in defense of Jun Ji-hyun, pointing out that she is an actress and not responsible for scriptwriting. However, these arguments have been largely overshadowed by the intense opposition. The debate continues to highlight the complex cultural and political dynamics between South Korea and China, particularly concerning the entertainment industry.
Jun Ji-hyun, a beloved figure since her breakout role in the 2001 romantic comedy ‘My Sassy Girl’, has maintained a successful career. Yet, like many of her peers, her visibility in the Chinese market has been severely limited since the 2016 ban. While there was hope for a renewed cultural exchange earlier this year, recent events suggest that navigating the Chinese entertainment landscape remains a delicate challenge.
