In the spy romance series Tempest, Jun Ji-hyun, one of South Korea's biggest stars, plays a diplomat trying to uncover the truth behind a deadly assassination.
Why does China prefer war? A nuclear bomb could fall near the border, her character says in one episode of the new Disney+ series.
This fictional scene led to real consequences over the weekend, with many Chinese social media users taking it to be a malicious mischaracterisation of China as belligerent. Many are now calling for brands to sever ties with the Korean actress.
The uproar has also reignited debate over an unofficial Chinese ban on South Korean entertainment, which has been in place for nearly a decade.
While China has never admitted to a ban, the abrupt dearth of K-content since 2016 is widely believed to be a protest against South Korea's decision to deploy a US anti-missile system in 2016, which China sees as a threat to its military operations in the region.
Things appeared to be easing in recent months, with a few South Korean performers holding concerts in China. However, the controversy over Tempest has triggered a fresh wave of support for the ban.
Angry comments on Weibo reflect the feeling among some users: Keep the K-drama ban to the death, thank you. More than 10,000 users liked this comment.
While much of the anger has focused on Jun's controversial line about China, social media users have also highlighted other scenes from the series deemed offensive, including negative portrayals of Chinese cities and culture.
According to observant Weibo users, brands like La Mer, Louis Vuitton, and Piaget have already erased Jun from their promotional materials. Comments calling for her to be dropped from contracts altogether have also surfaced.
Jun's agency attempted to clarify that her brand campaigns were unrelated to the controversy and had ended prior to the show's airing.
Chinese consumers have demonstrated their willingness to mobilize against perceived slights to national pride by leveraging their purchasing power in campaigns against brands they feel have insulted them.
Some have come to Jun's defense, suggesting that the line was penned by the show's writing team, not her. Despite this, calls for accountability have continued to escalate, as many argue that a star of her stature should be more discerning with her roles.
The fallout from Tempest reflects broader tensions in cultural relations between South Korea and China, especially in light of a past ban aimed at K-content in China.
As both nations grapple with these complexities, it remains uncertain how South Korean entertainment will be received in the market that was once its largest.
