South Korean actress Jun Ji-hyun's latest television series "Tempest" has ignited a fierce controversy in China after viewers took offense to a dialogue line that they perceived as insulting to their country. The backlash has quickly escalated beyond social media criticism, potentially threatening the star's lucrative endorsement deals with international brands.
The controversy stems from a specific scene in the fourth episode of the political thriller, where Jun's character, who plays a presidential candidate, poses the question "Why does China favor war?" The character further elaborates that such a military stance seems illogical, especially considering that a nuclear bomb could potentially fall on the border region between Korea and China. This particular exchange has become the focal point of Chinese viewers' anger.
Despite "Tempest" not being officially distributed or broadcast in China, clips from the series rapidly circulated across Chinese social media platforms through unofficial channels and unauthorized streaming sites. According to reports from the South China Morning Post, the controversial dialogue quickly went viral, with numerous Chinese netizens expressing outrage and accusing the show of deliberately insulting China and promoting anti-Chinese sentiment.
The public backlash has already begun to impact Jun Ji-hyun's commercial interests in the Chinese market. Online campaigns calling for boycotts of global brands that the actress endorses have gained significant momentum across Chinese social media platforms. This development is particularly concerning given the substantial financial value of celebrity endorsements in the Chinese consumer market.
Jun Ji-hyun has maintained a strong fan base in China for years, particularly following her breakout success in the 2014 romantic fantasy drama "My Love from the Star," which became a cultural phenomenon across Asia and significantly boosted her popularity in the Chinese market. Her previous work had generally been well-received by Chinese audiences, making this controversy especially notable.
"Tempest" is a political thriller series that features Jun Ji-hyun in the role of Seo Mun-ju, a United Nations ambassador who decides to run for the South Korean presidency after surviving an assassination attempt. The show's plot involves her character joining forces with a stateless special agent, portrayed by actor Gang Dong-won, as they work together to uncover a dangerous conspiracy that poses a significant threat to the stability of the entire Korean Peninsula.
