‘Tempest’ Controversy Escalates: Jun Ji-hyun’s Activities Under Scrutiny in China
Sep 22, 2025
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Local media reported on the 21st (local time) that global high-end brands using Jun Ji-hyun as advertising models, such as Louis Vuitton, Piaget, and La Mer, removed his face from Chinese online advertisements.
Analysts say that the criticism and boycott of 'Polaris' in China also affected Jun Ji-hyun's advertisement.
Earlier, local media reported that certain scenes in the drama were controversial online in China. In the play, Seo Moon-joo (played by Jun Ji-hyun), a former UN ambassador-turned-presidential candidate, said, `Why does China prefer war. The ambassador, who mentioned that the nucleus could fall on the border, was pointed out as a problem. In response, Chinese Internet users responded by saying, `It has undermined China's image", "China seeks peace." He unleashed a great deal of backlash.
There were also criticisms that the Dalian scene in northeast China in the drama was filmed in Hong Kong, and that the production team distorted the image of the city by filming the shantytown area darkly. On top of that, it was even argued that Jun Ji-hyun intentionally distorted the pronunciation in the scene where Jun Ji-hyun recited the poem of an ancient Chinese poet.
Some Chinese Internet users are raising their voices that not only 'Polaris' but also Jun Ji-hyun should be boycotted, citing the ban on Korea. The ban on the Korean Wave was imposed by the Chinese government in 2017 to block Korean content and Korean entertainers.
Meanwhile, 'Tempest' is not officially serviced in China, but it is known that it can be easily watched through a detour route.
narusi@sportschosun.com
