In the spy romance series Tempest, Jun Ji-hyun, one of South Korea's biggest stars, plays a diplomat trying to uncover the truth behind a deadly assassination.
Why does China prefer war? A nuclear bomb could fall near the border, her character says in one episode of the new Disney+ series.
This fictional scene led to real consequences over the weekend, with many Chinese social media users taking it to be a malicious mischaracterisation of China as belligerent. Many are now calling for brands to sever ties with the Korean actress.
The uproar has also reignited debate over an unofficial Chinese ban on South Korean entertainment, which has been in place for nearly a decade.
While China has never admitted to a ban, the abrupt dearth of K-content since 2016 is widely believed to be a protest against South Korea's decision to deploy a US anti-missile system in 2016, which China sees as a threat to its military operations in the region.
Things had appeared to be easing in recent months, with a few South Korean performers holding concerts in China. But the controversy over Tempest has triggered a fresh wave of support for the ban.
Many social media users have expressed their anger, with one comment on Weibo that reads, Keep the K-drama ban to the death, thank you, gaining over 10,000 likes.
While much of the sentiment has focused on Jun's line about China, netizens have also pointed out several other scenes from the series that they believe portray China negatively.
According to sharp-eyed Weibo users, brands such as American skincare brand La Mer, French luxury brand Louis Vuitton, and Swiss watchmaker Piaget have begun to remove Jun from their social media pages. Comments from users reflect calls for immediate termination of contracts, threatening boycotts if actions aren’t taken.
Jun's agency responded to the rising tide of criticism by stating that her brand deals were unrelated to Tempest and had concluded before the show's release.
Supporters of Jun have also emerged, arguing that she did not write the controversial line. A user noted that it is impossible for the actress to grasp the complex historical context and sentiments expressed in her script.
However, this defense has largely been drowned out by an overwhelming tide of criticism, reflecting deep sensitivities regarding how Chinese media and individuals perceive their national image, especially in the realm of popular culture.
As the dust settles, the incident continues to underscore the fragile nature of cultural exchanges between South Korea and China, particularly as both countries navigate the intricacies of their political and historical relationship.
