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Chinese Backlash Over Disney+ K-Drama ‘Tempest’ Targets Jun Ji-hyun and Her Endorsements

Chinese backlash grows into consumer pressure on brands linked to the star.

Overview

  • Anger intensified after episode four featured Jun Ji-hyun’s character asking why China would prefer war, a line widely denounced on mainland social media.
  • Viewers also accused the show of misrepresenting Dalian with footage believed to be shot in Hong Kong and pointed to symbols they deemed insulting, including a carpet echoing China’s five stars and a villain speaking Chinese.
  • Reports in Chinese and regional media say boycott calls are pressuring Jun’s advertisers, with Piaget said to have removed ads in China and Louis Vuitton posts drawing waves of negative comments.
  • The production and Jun Ji-hyun have not issued a widely reported official response, according to the latest coverage.
  • Tempest continues to stream internationally on Disney+ and Hulu; despite platform blocks in China, clips circulate online, and Disney+ says it logged the platform’s top Korean original premiere of 2025 by five-day viewership.