South Korean superstar Jeon Ji Hyun appears to be facing increasing difficulties in the Chinese market, with reports suggesting that several planned activities have been halted amid continued public backlash.
According to HK01, Jeon Ji Hyun’s promotional event for the film Colony, which was supposed to take place in Hong Kong on June 29, was unexpectedly cancelled. Film distributor Edko Films apologized to fans on June 28, explaining that the cancellation was due to changes in the actress’ schedule.
Aside from promoting the film, Jeon Ji Hyun was also reportedly scheduled to attend a ribbon-cutting ceremony for a new store of a brand she represents in Central, Hong Kong. It is currently unclear whether he will still participate in that event.
Following the sudden cancellation of one appearance and uncertainty about the other, online speculation quickly spread that the actress may have actually been blacklisted in the Chinese market.
The controversy reportedly dates back to 2025, when Jeon Ji Hyun starred in the drama film Tempest. A line uttered by his character was widely interpreted by some Chinese viewers as offensive to China, triggering widespread criticism on social media.
The backlash quickly escalated, with many Internet users calling for the actress to be barred from attending business events or promotional activities in China. At the height of the controversy, hashtags calling for Jeon Ji Hyun’s removal from China’s entertainment market reportedly amassed more than a billion views on Weibo.
As criticism has intensified, several luxury and retail brands have quietly distanced themselves from the actress. Skincare brand La Mer has reportedly removed all promotional materials featuring Jeon Ji Hyun and blocked searches for her name on its official Chinese social media accounts.
Luxury watch and jewelry brand Piaget has also reportedly removed its promotional images from its Taobao store and official Chinese website.
Meanwhile, home appliance company Ecovacs, which had appointed Jeon Ji Hyun as an Asia-Pacific ambassador for its robotic vacuum cleaner products in May 2024, also clarified that its endorsement deal with the actress had already expired in early 2025. The company said it was not involved in or aware of the controversy surrounding Tempest.
Jeon Ji Hyun is not the first Korean celebrity to encounter difficulties in the Chinese market. One of the most notable recent examples is BLACKPINK’s Lisa, whose performances at the Crazy Horse cabaret in Paris drew criticism from Chinese audiences. The controversy has reportedly led to her remaining absent from Chinese television and many public entertainment endeavors in the country.
Sources: HK01
