K-Drama Spark Controversy: Jun Ji-hyun's Line Provokes Outrage in China

In the spy romance series Tempest, renowned South Korean actress Jun Ji-hyun portrays a diplomat embroiled in a deadly assassination case. A controversial line from her character stating, Why does China prefer war? A nuclear bomb could fall near the border, has incited considerable backlash among Chinese social media users, who interpret the line as a disrespectful portrayal of China.

The outcry has led to demands for brands to cut ties with Jun, reviving discussions about an informal ban on South Korean entertainment that has been in place for nearly a decade. This ban, ostensibly implemented in response to South Korea's deployment of a U.S. anti-missile system in 2016, severely restricted Korean content in China, although the government has never officially acknowledged it.

Despite recent months showing tentative signs of thawing relations, such as the return of South Korean performers for concerts in China, the controversy surrounding the TEMPOT has reignited support for the ban, with comments like, Keep the K-drama ban to the death, thank you, amassing thousands of likes.

Jun’s portrayal is not the only focal point of discontent; other scenes in the series have been criticized for their representation of China, including inaccurate depictions of Dalian City and tenuous references that resemble the Chinese flag.

Brands like La Mer, Louis Vuitton, and Piaget have reportedly withdrawn Jun from their promotional materials amidst growing public pressure. Meanwhile, Jun’s agency has defended her by stating that her role in the show has no bearing on her existing partnerships, which had concluded before the show's airing.

This incident has drawn a broader conversation about the influence of cultural narratives and the reactions of Chinese consumers to perceived affronts against national pride. The past years have demonstrated that brands can face severe backlash in China for views regarded as disrespectful, leading to significant commercial losses.

While Jun Ji-hyun reached fame through the 2001 romantic comedy My Sassy Girl and has enjoyed continued success since, including in the Netflix thriller Kingdom, the ongoing tension between South Korea and China complicates her presence in the Chinese market.

As we approach a new phase in cultural relations, it remains uncertain how K-Dramas and K-Pop will navigate this complex landscape filled with both passionate fans and escalating tensions.