Jun Ji Hyun faces multimillion-dollar losses over single line in Disney+ series 'Tempest'

South Korean actress Jun Ji Hyun. Photo from Jun's Instagram

According to Sina, on Monday evening, brands including Louis Vuitton, Piaget, La Mer, and others removed advertisements featuring Jun from Chinese social media platforms. Some companies even deleted posts announcing her as a global ambassador. The controversy has disrupted Jun’s business operations in the Chinese market.

Her management company stated on Tuesday that Jun was not banned from advertising in China, but that some campaigns were postponed—a decision made before "Tempest" premiered.

"The advertisement in question was postponed before the drama aired," her agency said, as reported by Korea JoongAng Daily. "The timing of the issues led to a misunderstanding, but the ad postponement and the drama are unrelated."

The uproar centers on a line delivered by Jun’s character, Seo Moon Ju, in the series: "Why does China prefer war?" which aired on Disney+ on Sept. 10.

This, along with several other elements depicted in "Tempest," has fueled backlash against the film, according to the Global Times. For example, a scene depicting dilapidated shantytowns in Hong Kong—shot in dark tones—was labeled as the Chinese city of Dalian. Some netizens noted that the portrayal bore little resemblance to Dalian’s modern coastal image and accused the production of disrespecting China. Criticism also arose over the frequent use of Chinese by villainous characters.

Many Chinese social media users called for a boycott of "Tempest" and Jun. However, some defended her, emphasizing that as an actress, she was performing according to the script and director’s instructions, and that all events in the series are fictional.

Jun, 44, is a renowned South Korean actress and model, best known for the 2001 hit film "My Sassy Girl" and the 2014 drama "My Love From the Star." She married South Korean businessman Choi Jun Hyuk in 2012, and they have two sons.

She is also recognized as one of the most prominent real estate investors in South Korea’s entertainment industry, reportedly owning multiple high-value buildings and apartments in Seoul worth tens of millions of U.S. dollars.