Jun Ji Hyun is facing career turbulence in China after a single line from her global OTT drama 'Tempest' sparked controversy. The issue has now extended to her luxury brand endorsements.
According to a September 22 report from China’s Global Times, “Public opinion pressure in China has quickly shifted into the business sphere. Global brands represented by Jun Ji Hyun are distancing themselves to avoid fallout. Louis Vuitton, La Mer, and Piaget have taken down Jun Ji Hyun-related ads and promotional materials.”
The backlash began with episode 4 of 'Tempest,' in which Jun Ji Hyun’s character says: "Why does China prefer war? Then nuclear bombs fall on the border area." The line circulated widely online, triggering outrage among Chinese netizens.
Criticism also grew over scenes depicting "Dalian," which were reportedly filmed in an old Hong Kong slum and edited with dark filters to create a negative impression. Viewers further pointed to scenes of “a five-star carpet being stepped on” and “villains speaking in Chinese,” claiming the drama deliberately disparaged China.
The controversy suggests that Jun Ji Hyun’s partnerships with global brands in China are being severed under mounting public pressure. The case highlights how strained U.S.-China political and social dynamics can spill over into the projects of Korean stars working with global OTT platforms.
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