Jun Ji Hyun attends a news conference after the premiere of her movie 'DAISY' on March 6, 2006 in Seoul, South Korea. (Photo : Getty Images/Chung Sung-Jun)
Jun Ji Hyun will no longer appear in the advertisements of a Chinese mobile phone brand. Given the Chinese government's strict regulations on South Korean celebrities, the "Legend of the Blue Sea" actress was replaced by a Chinese star.
In October, Jun signed a contract with a Chinese mobile phone company to serve as its brand ambassador. However, the "Legend of the Blue Sea" star was recently replaced by Chinese celebrity Angelababy, according to Korea Herald.
The South Korean actress' removal as the company's model mimics other decisions made by competitor brands. Earlier in the year, "Descendants of the Sun" actor Song Joong Ki was replaced by Eddie Pend, a Taiwenese star, as the brand ambassador for another mobile phone company.
The two companies' decisions to tap other talents instead of retaining South Korean celebrities as brand models may have been influenced by the Chinese government's alleged ban on Hallyu stars. In July, China enforced strict rules against the appearance of Kpop idols and celebrities following South Korea's decision to launch an advanced U.S. missile defense system.
Deployed within the Korean peninsula, the Terminal High Altitude Area Defense (THAAD) missile technology was released to protect South Korea against North Korea's growing military powers. With claims that it would impact regional peace and security, China protested the THAAD deployment.
Despite China's concerns, the South Korean government released the said missile defense system. In response, the China government implemented a set of regulations to control the TV appearances and local performances of South Korean celebrities.
However, China recently enforced stricter rules for South Korean stars and programs. Beginning October, many TV networks and newspapers stopped its coverage of Kpop news and South Korean entertainment updates, according to Yonhap News. A local company was even fined for organizing an event that included the participation of a Kpop group.
Meanwhile, it is still unclear if Jun's removal as the Chinese mobile phone's brand ambassador is linked to the government's alleged ban. Neither Jun nor her representatives have yet to comment on the news.
"Legend of the Blue Sea" airs every Wednesday and Thursday on SBS. Watch the preview for episode 5 below:
