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 mischaracterization 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 Chinese social media users have expressed their outrage on platforms like Weibo, calling for a complete shutdown of South Korean dramas and entertainers from the Chinese market.
Brands such as La Mer, Louis Vuitton, and Piaget have reportedly removed Jun from their advertisements, reflecting the strong influence of public sentiment in China.
Despite some voices defending Jun, arguing that she did not write the contentious line, the backlash continues to grow, potentially affecting cultural exchanges between South Korea and China.
As tensions between the two countries resurface, the fate of K-pop and K-dramas in China remains uncertain, marking a continued evolution of cultural dynamics in the region.
