Core Viewpoint - The controversy surrounding Jun Ji-hyun's new drama "The Storm Circle" has led to major luxury brands like Louis Vuitton, La Mer, and Piaget severing ties with her due to perceived cultural insensitivity and negative portrayal of China [2][4][5] Brand Impact - Jun Ji-hyun has built significant commercial value in the Chinese market, having been a brand ambassador for top luxury brands, including Piaget and La Mer, which have now removed her from their promotional materials [4] - The swift actions taken by brands to distance themselves from Jun Ji-hyun reflect the importance of maintaining a positive brand image in the Chinese market, which contributes significantly to global revenues [4][5] Cultural Sensitivity - The backlash against "The Storm Circle" highlights the critical need for cultural sensitivity in global media productions, as the portrayal of China in the series has been deemed offensive by Chinese audiences [3][5] - The incident underscores the broader implications of cultural, commercial, and political interactions in a globalized environment, where local sensitivities must be acknowledged by all stakeholders in the industry [5]