Core Viewpoint - The controversy surrounding the Korean actress Jun Ji-hyun's drama "The Circle of Storms" has led to significant backlash from Chinese netizens, resulting in a wave of brand withdrawals and advertising removals related to her [3][4]. Brand Response - Several brands, including Louis Vuitton (LV), La Mer, and Piaget, have removed advertisements featuring Jun Ji-hyun from their official Weibo accounts due to the negative publicity associated with her [3][4]. - The practice of brands distancing themselves from celebrities involved in scandals is common, as seen earlier this year with actor Kim Soo-hyun, who faced similar backlash [4]. Crisis Management Strategy - Industry commentator Zhang Shule suggests that terminating partnerships with controversial figures can mitigate negative impacts on brands. This strategy allows brands to dissociate from the negative sentiment and potentially enhance their image by demonstrating a proactive response [4][5]. - Quick action in severing ties is emphasized as crucial; delays can lead to a stronger association between the brand and the negative publicity [5].