Credit: Disney Plus
Disney Plus original series Tempest , led by top star Jun Ji Hyun , has sparked major controversy in China, where a wave of ad cancellations and online restrictions have followed.
Chinese outlets recently reported that luxury brands including Louis Vuitton, Piaget and La Mer—all of which Jun has been the face of—have removed or hidden promotional content featuring the actress. In addition, searches for Jun Ji Hyun’s name on Chinese portals appear to be blocked, signaling an unofficial move to cut ties.
Jun Ji Hyun’s ‘Tempest’ Line Sparks Chinese Netizen Outrage
The backlash stems from a single line of dialogue in Tempest . Playing Seo Moon Ju, a former U.N. ambassador running for president, Jun delivers the line: “Why does China prefer war? A nuclear bomb could fall on their own border.” Clips of the scene spread quickly on Chinese social media, where users accused the drama of distorting China’s image as a peace-seeking nation.
Local criticism extended further: some viewers claimed the series damaged Dalian’s reputation, noting that scenes were actually filmed in Hong Kong, with dark visuals of ramshackle neighborhoods allegedly chosen to tarnish its image.
Korean audiences, however, have pushed back at the uproar. Many questioned why Chinese viewers—given that Disney Plus is not officially available in the country—were watching illegally, and criticized the decision to target the actress over scripted dialogue.
Amid speculation that Jun’s endorsement deals were canceled in response to the controversy, her agency clarified on September 23rd: “The contracts were terminated before this issue arose. We also confirmed with local agencies that the reported details are not true.”
Jun Ji Hyun remains one of Korea’s most recognizable stars internationally, having solidified her Hallyu status with the 2013–14 SBS megahit My Love From the Star .
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