Why Jun Ji Hyun's K-Drama "Tempest" Is Causing Backlash in China

Jun Ji Hyun’s return to TV in Tempest has been a major moment for K-drama fans, marking the star’s long-awaited comeback to the small screen. But alongside the excitement, the series has also become the focus of heated debate in China, where online audiences say it contains lines and depictions that misrepresent the country.

The Disney+ drama, directed by Kim Hee Won, stars Ji Hyun as Seo Mun-ju, a diplomat navigating espionage and political intrigue after a deadly attack on the Korean peninsula. Soon after its September premiere, however, Tempest was trending in China for reasons far removed from its storyline.

The controversy began with a scene in episode four, when Ji Hyun’s character asked: “Why does China favor war? A nuclear bomb could fall near the border.” According to outlets like the BBC, the line quickly spread across Chinese social media platforms, where many users criticised it as a misrepresentation of China’s position on peace and security.

Although the series is not officially available in China, clips of the episode circulated widely through unofficial channels. “China doesn’t love war; we pursue peace. This is slander,” one Weibo user wrote, as reported by the South China Morning Post. Another added, “If China truly loved war, you wouldn’t be here filming TV dramas!”

The line was not the only part of the show that drew objections. Viewers online also flagged scenes meant to depict Dalian, a major northern city, that had actually been filmed in Hong Kong. According to news outlets, the portrayal of run-down storefronts and dimly lit streets prompted complaints that the show presented an outdated image of China.

Other details came under discussion as well. A banquet staged on a red carpet patterned with yellow stars was compared to the Chinese flag, while Ji Hyun’s recital of a Chinese poem led to remarks about her pronunciation.

As the debate continued, attention turned to Ji Hyun herself. Some social media users argued that she should have been more selective about her roles, according to the BBC. Calls to boycott the brands she endorses soon followed, with commenters pressing global luxury houses to cut ties with her.

By late September, Louis Vuitton, Piaget, and skincare brand La Mer had reportedly removed Ji Hyun from their Chinese social media accounts, according to the Straits Times.

Ji Hyun’s agency, Peach Company, has responded to the reports, saying her recent brand campaigns were not affected by Tempest. In a statement to South Korean broadcaster MBC, the company explained that several partnerships had already ended before the drama’s release. It also clarified, according to Soompi, that a separate Chinese advertisement scheduled for late September had been canceled due to local circumstances unrelated to the series.

Ji Hyun has been a defining figure of Hallyu since her breakout role in My Sassy Girl in 2001. Her work has long attracted a substantial following in China, though her presence there has been limited since 2016 in line with wider restrictions on Korean content.

The incident has renewed discussion of China’s restrictions on Korean entertainment, often described as an unofficial ban. While Beijing has not officially confirmed such a policy, the sharp reduction in K-dramas, concerts, and celebrity appearances since 2016 is widely seen as linked to South Korea’s deployment of a US anti-missile system.

Earlier this year, signs suggested a possible easing. According to the BBC, officials from both countries spoke of restoring cultural exchanges, with Korean groups performing in mainland China. But the controversy over Tempest has prompted fresh calls online to maintain limits on K-content.