Jun Ji-hyun is facing one of the toughest crises of her career, as her popularity in China plummets amid accusations of disrespectful portrayals in her latest drama Tempest.
According to Chinese media outlet 163, Jun Ji-hyun is being heavily criticized for her role, with some viewers accusing the production of including content offensive to China. As a result, Chinese netizens have launched a massive boycott, demanding that she be “banned” from events and broadcasts in the country.
The backlash has also put pressure on luxury brands she endorses, including La Mer, Piaget, Ecovacs, and Louis Vuitton. Angry netizens are calling on companies to cut ties with her, threatening to boycott the brands themselves if they do not comply. Customer service hotlines for these companies in China have reportedly been overwhelmed with complaints.
Some argue that Jun Ji-hyun is unfairly targeted, noting she is simply following the script as an actress. However, because she is the drama’s lead star and one of Korea’s most recognized celebrities, she has become the primary focus of public anger.
This comes at a particularly difficult time for the actress. Earlier this year, Korean media reported that her husband Choi Joon-hyuk suffered a massive financial loss of 15 billion KRW after a cryptocurrency account hack. To cover the family’s financial troubles, Jun Ji-hyun has been taking on a relentless schedule, signing multiple luxury endorsements and attending events across Asia and Europe.
Despite her efforts, Chinese netizens are now demanding her removal from advertising campaigns, jeopardizing a market that is considered one of the most lucrative for global brands.
Adding to the controversy, reports from Chinese outlet QQ suggested that Choi Joon-hyuk’s wealth was exaggerated, revealing that Jun Ji-hyun herself has been the true financial pillar of the family. In 2013, she reportedly paid 12 billion KRW for a luxury apartment, while her husband contributed only 1 billion KRW.
Once regarded as one of Korea’s most untouchable “queen bees” of entertainment, Jun Ji-hyun now finds herself at the center of public scrutiny in both Korea and China, facing questions about her career, marriage, and financial struggles.
Sources: 163,Sina
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