Jeon Ji Hyun was 'boycotted', compensated 854 billion VND in China

Actress Jeon Ji Hyun is facing a serious crisis in the Chinese market, with a fierce boycott wave from public opinion and a series of major brands.

According to Chinese media reports, many brands, including high-end brands such as La Mer , Piaget, Ecovacs, and Louis Vuitton , have simultaneously deleted images and removed advertisements featuring her. A domestic Chinese fashion brand even abruptly canceled a commercial shoot in Seoul, which was scheduled for September 25.

These brands are said to be demanding Jeon Ji Hyun to pay a huge amount of damages, up to 230 million NDT (about 854 billion VND). The incident originated from a controversial line in the movie Tempest, which is said to have offensive content to China. As a result, Jeon Ji Hyun has been listed as a "high-risk artist", with almost no chance of working in the billion-people market.

It is worth mentioning that Jeon Ji Hyun's representative company in China has denied responsibility, claiming to have no connection with her recent controversies. This move has caused harsh criticism from netizens, who believe that the actress is being "abandoned" and may have to shoulder a huge compensation bill. This financial pressure has become even heavier as her family has recently faced economic difficulties due to her husband's business losses. Moreover, Jeon Ji Hyun currently does not have a large management company to support and protect her.

In the face of the boycott and rumors of being "blocked", Jeon Ji Hyun's new management company, PEACHY (Peach Company), which she founded after leaving IEUM Hashtag, has denied it. PEACHY asserted that her activities in China were only "postponed" and not completely canceled, and that this decision was made before the drama Tempest aired. They said that Jeon Ji Hyun was not boycotted because of the dialogue in the drama.

However, this statement of PEACHY did not convince the Chinese public. Many people sarcastically said that Jeon Ji Hyun was just trying to save face, because in reality, her commercial value in this market completely collapsed overnight. Jeon Ji Hyun, from a beloved "darling", has become a name hated by millions.

Currently, both Jeon Ji Hyun's social media accounts and management company have turned off the comment function. The actress's silence has increased the disappointment and anger in the Chinese online community. Meanwhile, neither Disney nor the producer of Tempest has responded to the incident, nor mentioned the possibility of editing or cutting out sensitive scenes.

According to sources in the Chinese entertainment industry, the Jeon Ji Hyun incident has prompted authorities to step up their control and tighten their cooperation with Korean artists and management companies. This explains why major brands such as La Mer, Piaget, and Louis Vuitton have had to act quickly to comply with the new regulations from the cultural authority.

QQ news site commented that Jeon Ji Hyun's case is even more serious than Jang Na Ra's in the past, who had made controversial statements about going to China to act in films for money. This scandal is considered a "self-destructive" blow to Jeon Ji Hyun's career, almost putting an end to her future in the Chinese market. Experts said that it will be very difficult for the actress to regain her position and image after this crisis.

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