It appears that even Song Joong Ki, who is currently one of the biggest stars in Asia, cannot escape the backlash resulting from the THAAD. Reports reveal that the "Descendants of the Sun" star has been replaced as the endorser of several products in China.
According to sources, Song is one of the many South Korean artists who are affected by China's opposition towards South Korea and the United States' Terminal High Altitude Area Defense (THAAD) agreement. Since August this year, China has reportedly banned South Korean television shows and K-Pop music from entering China. Some well-known personalities were also barred from doing endorsements in the country while some K-Pop acts cancelled concerts altogether.
Due to the ban, Song is no longer promoting Chinese cellphone brand Vivo cellphones and has since been replaced by Taiwanese actor Eddie Peng. However, the Hallyu Star will still receive $3.3 million compensation annually pursuant to his contract.
It's not just Song's endorsements that are affected by the ban. The actor has received many casting offers in China, but the ban is reportedly hindering the actor to make any commitments. "It's true that Song Joong Ki is receiving a variety of casting offers for dramas and films in China. However, we have not discussed his appearance in any project yet," Soompi quoted the actor's agency, Blossom Entertainment, as saying.
It was rumored that Song was cast for a Chinese drama for approximately $15 million; however, the casting did not push through due to tensions between China and South Korea. Song's agency denied the rumors, and instead explained that the actor is currently focusing on his upcoming movie "Battleship Island."
China is one of South Korea's biggest trade partner, and everything related to Hallyu is South Korea's most popular and in-demand product. "The whole Korean culture effect, from travel, entertainment and food to fashion and beauty, has made most things 'from Korea' popular," Deborah Cheng, vice president of a fashion brand in Hong Kong told Business of Fashion.
The Hallyu phenomenon also boosted South Korea's popularity as a tourist destination. It had over 13 million tourists coming in during 2015, with China sending the most number of visitors at 5.9 million.