Core Viewpoint - The controversy surrounding Jun Ji-hyun's new drama "The Storm Circle" has led to multiple brands, including LV and La Mer, removing her endorsement materials, indicating a swift response to potential backlash from Chinese audiences [1][5][6] Brand Response - Brands have rapidly cut ties with Jun Ji-hyun, with many deleting promotional materials and hinting at contract terminations, reflecting a standard procedure in handling controversies [5][6][8] - The established protocol for brands is to sever connections quickly to avoid association with scandals, which has become a routine practice in the industry [5][6][8] Impact on Jun Ji-hyun - Jun Ji-hyun's silence during the initial backlash contrasts with the swift actions of brands, raising questions about her response strategy [1][5] - Reports indicate that a planned advertisement with a Chinese clothing brand was canceled due to the controversy, although her agency claims it was merely postponed [4][5] Industry Trends - The luxury brand sector has developed robust mechanisms to manage celebrity controversies, often resulting in minimal impact on their overall performance [6][8] - Historical data shows that brands like Prada have faced multiple scandals without significant long-term damage to their sales or brand equity [6][8] Market Dynamics - The Korean entertainment industry is experiencing a decline in production quality and profitability, with only six local films turning a profit in 2023, a stark contrast to previous years [11][12] - The entry of Netflix into the Korean market has shifted talent and resources away from local productions, making collaborations with international platforms like Disney+ more appealing for actors like Jun Ji-hyun [14][15]