Celebrity scandals in Asia 2025: Comeback stories and analysis

What happened The recent death of South Korean actress Kim Sae-ron has sparked widespread discussion about cancel culture in Asia’s entertainment industry. The 24-year-old, who rose to fame for her role in the 2010 film The Man from Nowhere, was found dead at her home in Seoul on February 16. Police have since ruled her death a suicide. Although Kim earned several accolades throughout her career, she was driven out of the spotlight following a drunk driving incident in 2022. After crashing her car into a roadside electrical transformer, she was fined 20 million won ($13,905) and faced relentless online trolling and negative media coverage, which led to her being dropped from many projects. Her last acting credit was Netflix’s 2023 show Bloodhounds — many of her scenes were cut. China’s shifting perspectives on celebrity scandals News of her death has spread to China, where the hashtag “Kim Sae-ron passes away” (金赛纶去世) has garnered over 750 million views on Weibo. According to the platform’s AI data analysis, more than a third of the comments express sorrow and disbelief over her untimely death. Others are critical of the intense scrutiny stars face, calling for greater societal tolerance toward celebrities, especially in light of the pressures from excessive workloads, cyberbullying, and insufficient mental health support. “She was completely disappointed with the world, leaving without a word, with no attachments, no lingering thoughts,” posted Weibo user LawyerChenZhihui (@陈枝辉律师). “Depression has become a common psychological issue in modern society, and it seems that Kim Sae-ron sought medical help, but in the end, she was still unable to emerge from her struggles.” Another Xiaohongshu user summed up South Korea’s cancel culture, writing, “I feel there’s really a lot of pressure in South Korea. When you do well, others act as if they don’t see it, but if you make even a small mistake, they’ll crush you to death.” The Jing Take Despite criticizing South Korea’s treatment of celebrities, Chinese netizens have not always been known for their compassion. Chinese-Canadian rapper Kris Wu, actresses Fan Bingbing and Zheng Shuang, and actor Li Yifeng are just a few local names who have been on the receiving end of intense scrutiny and condemnation — in some cases, justifiably so. Chinese authorities have played an active role in cracking down on celebrity misconduct, from releasing blacklists to regulating endorsements. While some stars have seen their careers cut short, others have managed to recover over time, depending on the nature of their scandal. Fan Bingbing, who was fined about $70 million for tax evasion in 2018, kept a low profile for several years before appearing in the thriller Green Night, which screened at the Berlin Film Festival in 2023. “It is undeniable that she made a mistake, but she was also punished,” Weibo user Lanshuodf3 (@澜朔df3) wrote at the time. “Money, time, reputation were all the price of her mistake. People cannot be completely denied just because of one mistake.” Chinese actor Zhang Zhehan, who was boycotted in 2021 after being accused of visiting a controversial shrine in Japan (a claim he denied), lost brand endorsements, had his personal Douyin account deleted, and saw his music removed from Chinese streaming platforms. However, after a year, he pivoted by releasing new music on international sites, even topping charts and winning awards in Southeast Asia. South Korean rapper T.O.P., who was convicted of marijuana use in 2017 and effectively blacklisted, had arguably one of the most memorable comebacks of 2024, appearing in Netflix’s Squid Game 2. Gender dynamics in celebrity redemption That said, gender can play a role in how harshly celebrities are judged. As Weibo user Underthehalo @光环之下 wrote, “The idea of ‘retiring due to negative news’ seems to apply only to certain groups. Female actors are easily doomed by such scandals, while male actors face little fear, with Chungmoro actors (a term for South Korean film stars) still having a chance for a comeback.” Although there is a push to change this zero-tolerance approach toward celebrities, public opinion in China and South Korea remains fickle. As Kim Sae-ron’s case shows, malice can quickly turn into sympathy upon death. For celebrities embroiled in scandal, a comeback often requires more than just an apology and time to reflect — it may involve seeking opportunities outside their home market, as seen with Fan Bingbing, T.O.P, and others. For brands, understanding the complexities of Asia’s entertainment sector is crucial for building successful celebrity partnerships. Given the volatility of public sentiment and the unpredictability of celebrity controversies, maintaining a diverse influencer roster and having flexible crisis management strategies will be essential to weathering the storm. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Another fallen star: China reacts to death of Kim Sae-ron

How Bottega Veneta weaved China’s forever it bag