Jun Ji-hyun's Drama Line Sparks Boycott, Halts Chinese Endorsements

A controversial line from Jun Ji-hyun's performance in the Disney+ drama 'Polaris' has ignited backlash from Chinese netizens, escalating into a boycott and leading to the suspension of her advertisements with several brands in China. This incident highlights the recurring 'China risk' that Hallyu stars frequently encounter.

The controversy gained traction on Chinese social media after a scene featuring Jun Ji-hyun's character asking, "Why does China favor war? Nuclear bombs could fall near the border." Some netizens accused the dialogue of distorting China's image, sparking calls for a boycott. Consequently, advertisements for cosmetic and watch brands, for which Jun Ji-hyun serves as a model, have reportedly been withdrawn.

This pattern is not unprecedented. In 2014, when actors Kim Soo-hyun and Jun Ji-hyun modeled for a Chinese bottled water brand, the use of 'Changbaishan' (Mount Paektu) in the advertisement triggered controversy over historical distortions. Korean fans raised concerns about the historical inaccuracies, and Kim Soo-hyun ceased further activities with the brand after his contract ended.

Similarly, in 2020, K-pop group BTS faced backlash from Chinese netizens over remarks related to the Korean War during their acceptance of the Van Fleet Award. Some advertisers subsequently halted or adjusted their promotions in China.

The recurring cycle involves "Hallyu popularity → political controversy → boycott." As Hallyu content gains global traction, it increasingly faces political and diplomatic interpretations in China, leading to boycotts that directly impact individual stars and their brand endorsements.

Meanwhile, despite the controversy and risks, 'Polaris' is performing strongly in the Asia-Pacific region. Within five days of its release, it became the most-watched Korean original drama released in 2025. It's worth noting that overseas OTT platforms like Disney+ and Netflix are not officially available in mainland China.

Jun Ji-hyun rose to superstardom with the 2001 film 'My Sassy Girl,' which became a cultural phenomenon. She has since garnered immense popularity both domestically and internationally with dramas like 'My Love from the Star' and 'The Legend of the Blue Sea.' Her unparalleled beauty and acting prowess have cemented her status as a top actress for many years.