Jeon Ji Hyun is boycotted by China, has a debt of 287 billion and is at risk of losing her career.

Jeon Ji Hyun is facing a serious crisis in China as her new film is condemned, a boycott wave is spreading, and pressure on her brand and family finances is increasing.

On September 20, Chinese media reported that Jeon Ji Hyun's reputation is suffering heavy losses in the entertainment market of a billion people. The movie " Tempest ", in which she plays the female lead, is facing a fierce reaction from Chinese audiences because of details that are considered offensive to the country. As a result, Jeon Ji Hyun has become the focus of an unprecedented boycott wave, with many audiences calling for the star to be banned from events and not allowed to appear in mass media in China.

Not only that, netizens also increased pressure on brands that Jeon Ji Hyun is the face of, such as La Mer, Piaget, Ecovacs, Louis Vuitton . Netizens asked the brands to remove advertisements related to the actress, otherwise they would lose the trust of Chinese consumers. Some comments even threatened to boycott the brand completely if the ambassador was not changed. The customer service departments in China of these brands were overloaded, receiving a large number of complaints from the public.

According to 163, Jeon Ji Hyun becoming the target of condemnation could seriously affect commercial cooperation opportunities and high-value advertising contracts in China – a key market for many global brands. Companies are having to reconsider their strategies for using this famous star, to avoid offending consumers there.

However, some viewers believe that Jeon Ji Hyun only performed her role according to the script, so the anger should have been directed at the film's distributor, but because she was a prominent actress and played the main role, she became the "person at the forefront", receiving all the condemnation from the Chinese public.

Along with the boycott wave, Jeon Ji Hyun also faced a financial crisis in her family. In early June, Korean media revealed that her husband, Choi Joon Hyuk, had lost about 15 billion won (287 billion VND) in investments due to a hacked virtual currency account. The assets "evaporated" overnight, making the family's financial situation serious, forcing Jeon Ji Hyun to return to showbiz to support her husband.

Since then, the actress has continuously signed advertising contracts with luxury brands, attended events in Asia and Europe, and even returned to China after more than 10 years of absence. Jeon Ji Hyun's busy schedule has helped her make up for her husband's huge losses for nearly a year.

As for her husband, Choi Joon Hyuk disappeared after his investment failed and he was accused of hiding the hacked account incident. It took his company 4 days to announce it to the public, making investors angry because they did not get the information in time. According to QQ, Jeon Ji Hyun's husband has assets but is not a tycoon as many rumors say. His income is even lower than his wife's. In 2013, Jeon Ji Hyun spent 12 billion won (230 billion VND) to buy a luxury apartment, while her husband only paid 1 billion won (19 billion VND).

As the breadwinner of the family, Jeon Ji Hyun has to run around running shows and shouldering finances, making fans feel sorry for the Korean beauty icon when she married a husband who only has the "label of a rich man" but in reality does not have enough financial capacity.

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