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China Backlash to Disney+ K-Drama 'Tempest' Pressures Jun Ji-hyun’s Brand Deals

Viral clips of a contentious China-related line prompted boycott calls in a market where the series is unavailable.

Overview

  • In episode 4, Jun Ji-hyun’s character asks, “Why does China favor/favour war?” with additional remarks about nuclear risks near the border, a line that went viral on Chinese social media.
  • Mainland viewers also objected to a scene labeled as Dalian that appears to have been filmed in Hong Kong and portrayed as rundown.
  • Critics flagged a carpet with a five‑star motif being stepped on, a Chinese‑speaking villain, and an allegedly distorted recitation of poet Li Bai as reinforcing negative depictions.
  • Commercial fallout intensified, with reports that as of Sept 21 Louis Vuitton, Piaget and La Mer removed Jun’s advertisements from their Weibo accounts, and brands faced waves of negative comments.
  • The show is not officially available in China, yet clips spread via unofficial channels; producers and the actress have not publicly responded, and Disney+ says Tempest posted the platform’s top Korean original premiere of 2025 in its first five days.