Jun Ji-hyun’s ‘Tempest’ Dialogue Angers Chinese Netizens, Leading to Ads Being Pulled

Jun Ji-hyun faces major backlash from China
All stemming from her dialogue in Tempest
Chinese netizens and brands swiftly condemned the show.

The highly anticipated Disney+ original series, Tempest, has finally launched, marking the grand return of Hallyu queen Jun Ji-hyun. Since its premiere on the 10th, the spy thriller, which also stars Kang Dong-won, has been met with strong viewership and critical acclaim, quickly becoming the platform's most-watched Korean original series globally this year. The show follows former UN ambassador Seo Moon-joo (Jun) as she unravels a conspiracy behind a presidential assassination while being protected by a mysterious agent, San-ho (Kang). However, the buzz surrounding its quality was suddenly eclipsed by a firestorm of controversy originating from China, all stemming from a single line of dialogue delivered by Jun Ji-hyun in the fourth episode.

The incident began when clips from Episode 4 began circulating widely on Chinese social media platforms, particularly Weibo. The scene in question features Jun Ji-hyun's character, Seo Moon-joo, engaging in a tense political discussion where she poses a provocative question.

"Why does China prefer war? Nuclear bombs could fall on the border area."

This rhetorical query, meant to illustrate the high-stakes geopolitical tension within the drama's narrative, was taken not as fictional dialogue but as a direct and intentional insult by a significant portion of Chinese netizens. The edited clip spread like wildfire, completely divorcing the line from its fictional context and igniting a fierce nationalist backlash.

Jun Ji-hyun Faces Backlash Over 'Tempest' Dialogue

The criticism quickly escalated far beyond the initial line. Chinese netizens and media outlets, like Hong Kong's Chengdu Daily and South China Morning Post, began dissecting other elements of the episode, accusing the production of deliberate sinophobia. One major point of contention was the depiction of the Chinese city of Dalian. Scenes meant to represent the city were actually filmed in Hong Kong's older districts, portrayed with dark, gritty tones and featuring shantytowns.
Netizens argued this was a deliberate attempt to tarnish Dalian's modern image, with one user stating, "They made Dalian look horrible. I've never been there, but I thought it was a tourist city."

Further offense was taken at a scene where a carpet adorned with a five-star pattern, reminiscent of the Chinese flag, was stepped on, which was interpreted as a blatant sign of disrespect. The fact that a villainous character spoke in Mandarin was seen as reinforcing negative stereotypes. Even Jun Ji-hyun's recitation of a poem by ancient Chinese poet Li Bai was scrutinized, with some claiming she intentionally distorted the pronunciation. The backlash was visceral and personal.

"This distorts China's image and doesn't match reality," said China netizen, according to news.nate.

"If China really loved war, you wouldn't even be able to film a drama here," replied another.

While a few voices suggested judging the line within its full context, they were overwhelmingly drowned out by the outrage.

Endorsements Pulled and a Silent Response

The real-world implications for Jun Ji-hyun were immediate and severe. Given her immense popularity in China, cemented by the "Cheon Song-yi Syndrome" from the 2014 mega-hit "My Love from the Star," she has long been a sought-after ambassador for major Chinese brands. This controversy put that status in immediate jeopardy.

Reports confirmed that several luxury watch and cosmetics brands that Jun endorses swiftly took action to distance themselves. They began suspending their online advertisements featuring her image and deleting related promotional content from their Chinese social media channels to avoid being associated with the backlash and potential boycotts. This move highlights the continued volatility of the Chinese market for Korean stars and the swift commercial consequences of becoming embroiled in nationalist sentiment.

As of now, neither Jun Ji-hyun's agency nor 'Tempest' have issued an official statement addressing the controversy, a silence that has only fueled more discussion. It's a particularly unfortunate situation for a drama that has been celebrated for its high production value and stellar performances.

Source: NAVER, Chosun Biz, news.nate, OSEN