Actress Jun Ji-hyun Dropped by Chinese Giant... Robot Vacuum Advertising Contract Terminated

"Polaris" Line Sparks Controversy, Backlash Grows in China
Concerns Over Renewed "Korean Wave Ban" Beyond Celebrity Risk
Luxury Brands Like Louis Vuitton and Piaget Also Remove Ads

Advertising image of actress Jun Ji-hyun for a robot vacuum cleaner. Provided by Ecovacs.

"Why does China prefer war?"

This line, delivered by actress Jun Jihyun in the Disney Plus original drama "Polaris," has sparked controversy, ultimately leading to the termination of her advertising contract in China.

According to industry sources on September 24, Chinese robot vacuum giant Ecovacs ended its contract with Jun Jihyun as the Asia-Pacific advertising model after just one year.

Ecovacs had announced Jun Jihyun as its official ambassador in May last year, aiming to target the Korean and broader Asian markets. However, as controversy over the "Polaris" line spread on social media platforms such as Weibo, leading to a boycott movement, the company stated, "Our contract with Jun Jihyun had already ended earlier this year."

An industry insider in China commented, "It usually takes nearly a year from model selection to review and approval for local advertisements, so short-term contracts are rare. Typically, contracts last three to five years, so ending it after just one year should be considered an early termination."

The controversy expanded beyond the line delivered by Jun Jihyun's presidential candidate character in episode four of the drama to include scenes depicting Dalian as a shantytown, the portrayal of villains speaking Chinese, and the use of star symbols representing China.

Still image of "Polaris." Provided by The Walt Disney Company Korea

Ironically, Disney Plus is not officially available in mainland China, making it impossible to watch "Polaris" legally. Nevertheless, the drama has spread through illegal distribution, fueling heated public opinion locally. Industry experts view this incident not merely as a content controversy but as a tangible example of the "China risk" materializing.

The impact has spread throughout the advertising industry. International luxury brands such as Louis Vuitton, Piaget, and La Mer have also deleted all advertisements featuring Jun Jihyun in China.

Ecovacs, which recorded sales of 16 billion yuan (approximately 3 trillion won) last year, is the second-largest robot vacuum company in China. The fact that such a major company ended its contract with a top star in such a short period is seen as evidence that the controversy is not just a minor incident, but could lead to broader restrictions on Korean Wave activities in China.

Some observers interpret the contract termination as extending beyond the typical risks associated with celebrities, suggesting it is essentially connected to the "Korean Wave Restriction Order" (Hanhanryeong). Although the Chinese government officially denies the existence of a ban on Korean pop culture, industry consensus is that comprehensive restrictions on performances, broadcasts, and advertisements have continued. Recently, there is growing concern that an unofficial regulatory atmosphere persists, as advertisers increasingly avoid hiring Korean celebrities.

An industry official pointed out, "Advertising contracts in China carry heavy penalties for early termination. This case likely reflects not only brand image management but also the influence of political risk."